We were challenged to build a digital marketing solution that could react to News as fast as Twitter does, by finding a way to connect users with high-quality, real-time conversations on Twitter about topics that were relevant to them. By doing this, we aimed to increase on-platform engagement in a personalised and user-centric way, while increasing overall active users on Twitter.

Taking a proof of concept developed in 2018, Merkle built a fully realised, custom campaign management tool, Magpie, that uses bespoke AI to analyse trending topics in real-time, and curate personalised trend recommendations, delivering them as digital ads across display and search formats within 15 minutes of a trend breaking.

The team developed several industry-first solutions to create visually coherent creative for multiple channels, with dynamic, AI-driven messaging. This allowed Twitter to serve users personalised ads based on their interests across a range of digital touch points, at scale; all with minimal human intervention.