At today’s IAB Mixx conference in Manhattan, Twitter COO Dick Costolo announced that Twitter would be retiring its Early Bird advertising product, at least for now.
Early Bird allowed select advertisers to promote exclusive offers for Twitter users through its @earlybird account, such as limited-time discounts on flights and movie tickets.
"We had tremendous early success with it," Costolo said, citing deals with Virgin America and Disney. "But it needs to be reworked or rethought." Most of the deals offered were available only to U.S. users, which adversely affected user experience for its global audience, he explained.
We're following up with Twitter and will update this post with any additional details.