by Kelly Liyakasa, Ad Exchanger

“‘The ability to understand how users interact with a brand and allow a brand to create content and a conversation with a specific audience in real-time is one of the most interesting aspects of advertising Twitter can offer,’ said Zvika Goldstein, director of product at Twitter Ads API partner company Kenshoo Social, in a recent interview.

He added, ‘I think [Twitter TV] is one of the biggest opportunities they’re putting out there for brands… at the end of the funnel, [to be able to] show how consumers went and purchased something after interacting with the brand real-time. I think that’s a holy grail.’”

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