And to be very clear: Twitter now has an ad problem because of
its user problem. It doesn’t have enough scale to compete with
Facebook and Google.
For a while, this didn’t matter, because Twitter and its ad boss,
Adam Bain, had done a very good job of courting big brand
advertisers and the ad agencies that spend their money. They got
them to take a flier on Twitter. But Twitter isn’t novel anymore,
and brands and agencies who want to play with a new shiny object
can go to Snapchat. […]
Twitter’s answer to all of this is the same answer that everyone
else on the web has: We’ll fix it with video.