Why Google should buy Twitter

Twitter is one of the hottest tech-companies on the web right now. The 3 year old company is reaching mainstream and is growing with a breath taking speed. Twitter.com grew 131 percent between February and March to 9.3 million visitors (US). It seems that they will pass LinkedIn in a very short time – just having Facebook and Myspace ahead of them.

A lot of attention is given Twitter in Media and the blogosphere. Read Write Web wrote and article back in January titled Sorry Google You Missed The Real-Time Web. They focus on the fact that Twitter is taking a place in the breaking news area, and that Google always will be late due to the nature of the indexing.

Jeffrey Mann discusses why Twitter should not work hard to find a business model One of his key points is that Twitter’s value is in its content. He like many others focus on the real-time value of the content seeing this as the real value; Peoples comments, opinions and news;

I believe that the real-time element of Twitter is an interesting thing to discuss in relation to how online news will evolve. But I think that the key value of Twitter is not founded on the real-time tweets but the power of the information that you can extract about the users.

Online advertising
Online advertising is huge and the spend will increase during the next years (even if we are in the middle of a financial crisis). Targeted advertising through Adwords and Adsense has been a great success for Google, but it is clearly that they need to innovate. My opinion is that in the coming years there will be a lot of innovation in this field. Focus will be on behavioral targeting and social media to get more precise targeting and effect (this also goes for display ads).

Interest based advertising
Google is clearly seeing this and their focus on interest based advertising gives some glimpse into how they see this evolve. As I see this the information that is created inside Twitter is a powerful element in Google’s development of the advertising technology. Today they have the search history, they have the keywords, they analyze the context inside a document. If they also can get their hands on the users and what users are saying about products and brands among everything else they will be able to make some really huge step forward in innovating the online advertising model.

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