Campaign details

Brand: Twitter
Lead agency: Merkle

Campaign Overview

Twitter wanted to turn its conversations into targeted ads.

Magpie was born - a custom campaign management tool using bespoke AI to analyse topics and curate personalised trends in real-time, delivered as quick, slick digital ads across display and search formats.


The fast-paced nature of Twitter poses a problem for its marketers: how can they predict the day's big news stories and effectively serve them to users as ads?

Merkle devised a way, harnessing Twitter's API and machine learning to create trends-based text ads in real-time.

A successful prototype became a full-blown, multichannel campaign management tool, using AI to drive personalised and coherent creative across.

Named Magpie, it analyses live tweet data to detect breaking news and viral topics, anduses multiple machine learning models to pinpoint audiences.