While Twitter's snap-up of Namo Media pads out its mobile app monetization portfolio, Twitter's partners say there's room to improve usability on some of its direct-response tools – particularly with CRM matching and Tailored Audiences. One source described the process of using these tools as "clunky."
For instance, while Twitter rolled out retargeting capabilities for its Tailored Audiences product in December (Tailored Audiences lets marketers segment and target to audiences that have demonstrated interest in a brand off-Twitter), partners complain it doesn't have the levels of automation Facebook has with FBX.
The retargeting product "needs to get better (so we can do) more RTB-enabled stuff," one source said. Twitter's native, mobile and programmatic development is still largely separate from its direct-response pitch to advertisers in the form of products like lead-gen cards, they noted.
So while Namo Media enhances the capabilities of Twitter's ad stack, it will still need to be integrated – which Twitter has and in some cases continues to struggle with.