Twitter is an enigma for marketers, largely because the social medium insists on playing by its own rules.
According to Meghann Elrhoul, Twitter's head/global agency research, "We're not really looking at race and ethnicity" as the kind of audience clusters that might appeal to advertisers.
"When you come to Twitter," Elrhoul told delegates at the 2018 Media Insights & Engagement Conference (MIEC), an assembly convened by Knect365, "when you sign up, you're signing up based on your interests and your passions."
And those defined traits mean that such legacy groupings as age, sex, and...