Dick Costolo: evaluation

Transcript context

…I didn't realize that. Twitter pioneered that before Facebook? Yeah, Facebook ads were in the AdSense ads. They were off to the side on facebook.com. They weren't in the feed. Instagram, et cetera. Necessity is the mother of invention. The reason we invented that is because we had to. There was no demilitarized zone of tweets. The sidebar where to put stuff there was just the feed. The beauty of that innovation was, we’ll be able to measure engagement with the ad in those same ways you measure engagement with the tweet. We had this visiting professor at Stanford, Ashish Goel. Ashish came up with the idea of using the tweet ad engagement as that will be the way we charge instead of cost per impression or cost per click. We’ll charge based on cost per engagement. They click and open the tweet, or they like it, or they retweet it, or they reply to it. Those are great indicators of engagement and he was the father of thinking about the way we built the ad model and the monetization engine behind it and charged for it. That was all him. He was the thinker on that. And how do you make that management decision that, we’re pioneering something new here. We have this visiting Professor who's a genius. We are going to sort of—…

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