Good morning, we hope you had a great weekend.

Twitter has been working to rebuild and shore up its ad tech stack over the past quarter. Bugs in its mobile application promotion product have hurt advertising revenues by three or more points each of the past two quarters, executives said on its quarterly earnings call last week. The company expects its rebuilt ad server to be completed by the first half of the year and is also working on features that could bring more direct response advertisers back to the platform. 

Ad revenues grew by 12% year-over-year to $885 million for the fourth quarter of 2019, driven by a  21% jump in U.S. ad revenues. Twitter’s total revenue, which includes $123 million from data licensing and other sources, increased by 11% year-over-year to $1.01 billion, passing the billion-dollar mark in a quarter for the first time.

There’s more for you below including your Pro Tip on managing your martech stack.

Jennifer Cannon,
Senior Editor 

 
 
 
Pro Tip
 

Fostering relationships is key to managing a martech stack

“Whether you work in-house, at an agency, small businesses, enterprise organizations, for-profits and nonprofits, every organization has its own culture. I’ve worked with colleagues in a whole lot of different roles and found there are allies and frenemies (and hopefully not foes) for marketers in every case,” explains Steve Petersen of Western Governors University. “Through kindness and persuasion, some reluctant colleagues can turn into allies and champions for change. Depending on the size of the organization, marketers can develop an organizational plan with allies to strike the right balance of martech that works for all.”

“A marketer’s best allies (can) include: Buyers, Lawyers, Project Managers, Change Managers, Information Security Experts, Stack Component ‘Owners’ and Subject Matter Experts. While we can’t control how others behave, adopting a proper attitude can go a long way to securing productive teamwork.”

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On the Move
 

SugarCRM adds to c-suite (Can be wrap-up or tease one story)

SugarCRM announced the additions of Jason Rushforth as GM, Americas, and Clare Dorrian, chief marketing officer. Rushforth and Dorrian bring to joint experience in CX and CRM that will support the company’s mission for laser-like customer focus. “Having years of knowledge in building out both MarTech and CRM stacks, and being devoted to the discipline of customer service, I’m passionate about education and thought leadership,” said Rushforth. “I see great things in the company’s future, particularly with the Sugar Discover and Market products, which allow for other innovative capabilities to be easily implemented to create customers for life.”

 

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What we're reading
 

We've curated our picks from across the web so you can retire your feed reader

How big tech companies could team up to stop deepfakes – The Verge

The best social media stories and campaigns from January 2020 – Econsultancy 

With a new sponsorship deal, BuzzFeed hopes a new attribution model can power commerce growth – Digiday

The State Of The Digital Advertising Union – Media Post

Macy’s Move to Close Stores May Be Necessary, but It’s Not a Quick Fix – AdWeek