Google Inc. is teaming up with Twitter Inc. to help the social-media company sell more ads.
Under the agreement, marketers using Google’s DoubleClick advertising service can buy Twitter’s Promoted Tweets, the search giant said in a blog entry. Twitter charges clients to highlight such postings into users’ feeds across the service.
The deal announced Tuesday helps DoubleClick clients to more easily measure the effectiveness of their Twitter campaigns, Google said.
Google, based in Mountain View, California, is looking for new ways to work with other companies to enhance its advertising and content services. Google and San Francisco-based Twitter earlier this year reached a deal to show Tweets in search results as soon as they are posted.
“DoubleClick Digital Marketing has always been an open platform to give marketers a more complete picture of how their digital marketing works together,” Google said Tuesday. “This deal complements our ongoing push to bring new formats and inventory to DoubleClick.”