Twitter's purchase of TweetDeck for up to $50 million is official -- but why would the network want to spend so much on a third-party application? Much of the attention has focused on Twitter's efforts to reduce UberMedia's dominance of the Twitter-app ecosystem, but analysts say ad revenues may also have been a key factor. "Since TweetDeck users rarely visit the Twitter.com website, they don't see Twitter's advertising, and that's a big hole that needs to be filled," said eMarketer analyst Debra Williamson.

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