Twitter debuts new ad features, revamped algorithm ahead of ecommerce push

FILE PHOTO: A 3D-printed logo for Twitter is seen in this picture illustration made in Zenica, Bosnia and Herzegovina on January 26, 2016. REUTERS/Dado Ruvic/Illustration

(Reuters) - Twitter Inc on Tuesday rolled out new ad features and revamped the algorithm that decides which ads users see, as part of an effort to lay the groundwork to launch future ecommerce features, the social networking company told Reuters.

The new features come as Twitter is pushing to grow its performance advertising business, a strategy that aims to quickly generate sales, and constituted just 15% of Twitter's business last year. The effort could help Twitter reach its goal of doubling annual revenue by 2023.