iWorld
Twitter rebrands Publisher Network; to launch new creative format
MUMBAI: Twitter, which launched the Twitter Publisher Network (TPN) to help advertisers connect with audiences beyond its social network last year, is now set to revamp the product. TPN has been renamed as Twitter Audience Platform in order to reflect the evolution of the product.
The Twitter Audience Platform, which helps advertisers reach over 700 million people on and off Twitter, is expanding beyond mobile app installs and re-engagements, by offering advertisers the ability to drive two additional objectives: tweet engagements and video views, which are now available for the first time in beta to all managed clients globally. Secondly, the platform is launching new creative formats to help advertisers better engage with their in-app audience.
Drive video views and tweet engagements
Advertisers can now easily extend their promoted video and tweet engagement campaigns to the Twitter Audience Platform with a single click. Many of the targeting signals used on Twitter such as interest, username, and keyword can be applied to the campaigns across mobile apps. As on Twitter, promoted videos on the Twitter Audience Platform can play automatically on a device with all video being 100 per cent in-view.
New creative features
On the Twitter Audience Platform, promoted tweets are transformed into one of the platforms’ immersive ad formats including video, native ads, banners, and interstitials. For example:
- Tweet engagement campaigns on Twitter become interstitial and native ads
- Promoted video campaigns are turned into in-app video ads
- App install or re-engagement campaigns become interstitial or banner ads
The platform has also added creative features to interstitials to help advertisers extend their best content beyond Twitter. Users can now retweet and favourite directly from their Twitter Audience Platform ad. Twitter has also added customizable call to action buttons to help advertisers more efficiently drive their desired user action.
Advertiser success
According to Twitter, advertisers who run campaigns across both Twitter and the Twitter Audience Platform can double their reach and lower CPEs by as much as 30 per cent. Additionally, a June 2015 study that the platform commissioned from MediaScience shows that consumers — both on and off Twitter users — spent about 123 per cent more time with Twitter Audience Platform ads compared to traditional mobile interstitial ads. The research also showed that non-Twitter users who saw a Twitter Audience Platform ad expressed about 11 per cent more positive sentiment towards the brand advertiser.
Availability
The Twitter Audience Platform is now available globally to all managed clients driving Tweet engagements and video views. It is also being tested by select clients driving mobile app installs and re-engagements. Over the next few months, the platform has plans to expand the programme to other objectives, including website clicks and conversions.
iWorld
Physicswallah acquires Nextseed Foundation for Rs 1 lakh
Edtech firm completes 100 per cent stake purchase, making it wholly owned subsidiary.
MUMBAI: Physicswallah just aced another acquisition because when you’re already teaching millions, why not add a non-profit to the syllabus for just a lakh? Physicswallah Limited announced on Thursday that it has completed the acquisition of Nextseed Foundation, a Section 8 non-profit company, making it a wholly owned subsidiary with effect from 18 March 2026. The transaction, approved by the board on 5 February 2026, involved purchasing 100 per cent of the issued and paid-up equity share capital for a consideration of Rs 1 lakh.
The deal marks the formal closure of the acquisition, with detailed disclosures already submitted to stock exchanges in February in line with SEBI’s Listing Obligations and Disclosure Requirements (LODR).
Nextseed Foundation will now operate as part of Physicswallah’s broader education ecosystem, aligning with the company’s ongoing strategy to diversify and strengthen its presence across segments.
The announcement comes on the heels of strong financial performance. Physicswallah reported a 34 per cent year-on-year increase in operating revenue to Rs 1,082 crore in Q3 FY26 (from Rs 810 crore in Q3 FY25). Net profit rose 33 per cent to Rs 102 crore (from Rs 77 crore), and surged 46 per cent sequentially from Rs 70 crore in Q2 FY26, crossing the Rs 100 crore quarterly mark for the first time.
In an edtech landscape where growth is the ultimate exam, Physicswallah isn’t just passing, it’s topping the class, one strategic move (and one very affordable acquisition) at a time.
