Twitter’s Party Cloud: What It Means for Users and Marketers

Twitter expands its 2018 deal with Google Cloud Platform.

Google announced yesterday that it has entered into a multi-year deal with Twitter to help the social media company migrate more of its analytics, data processing, and machine learning workloads to the cloud. Twitter has been a Google Cloud Platform (GCP) customer since 2018, when it moved its storage and Hadoop clusters to GCP.

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What Does This Mean for Users and Marketers?

Twitter’s move to GCP, dubbed “Party Cloud”, means that the company will be able to analyze data faster and provide a better user experience. The massive amounts of data generated on Twitter every day are used to determine optimization opportunities for users and advertisers. Twitter collects trillions of data points, processes hundreds of petabytes of data, and runs tens of thousands of actions on several clusters every day.

Twitter’s expanded partnership with Google will allow the company to adopt Google’s Data Cloud, including BigQuery Dataflow, BigTable, and machine learning (ML) tools to optimize its features better.

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“Our initial partnership with Google Cloud has been successful and enabled us to enhance the productivity of our engineering teams. Building on this relationship and Google’s technologies will allow us to learn more from our data, move faster, and serve more relevant content to the people who use our service every day. As Twitter continues to scale, we’re excited to partner with Google on more industry-leading technology innovation in the data and machine learning space,” said Parag Agrawal, CTO, Twitter.

Google believes the shift will enable Twitter’s data professionals to develop better machine learning models and perform advanced analytics.

While Twitter’s Party Cloud doesn’t directly impact marketers and advertisers on the platform in any way, a better user experience coupled with deeper analytical capabilities could mean that marketers stand to benefit from a higher advertising ROI from the platform.

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“Helping customers manage the entire continuum of data – from storage to analytics to AI – is one of our key differentiators at Google Cloud,” said Thomas Kurian, CEO, Google Cloud. “It’s been phenomenal to watch this company grow over the years, and we’re excited to partner with Twitter to innovate for the future and deliver the best experience possible for the people that use Twitter every day.”