Soon enough you’ll see pixels firing to Google from Twitter.com.
And this explanation is very accurate– much like the rationale behind FB data or ad partnership deals, many deals are so that these firms can provide better packaging around the ad product:
What’s a retweet worth? What’s a Twitter ‘favorite’ worth? What’s a follow worth? Those questions will be asked once the Twitter/Mopub integration happens and there’s money flowing through. After dropping a million dollars on Twitter (a million that once went to traditional display or, even better, Facebook), marketers are going to want to know what they got in return. Twitter salespeople, like Catholic priests discussing the Eucharistic miracle, will recite canonical homilies about social engagement transubstantiating into sales and brand lift. The marketers will be rather more skeptical and demand proof. Twitter will have to create an ad server to answer those questions.