Ads isn't just serving, but targeting. The better you target, the more your ads are worth. When you have $5B of advertising, a 0.01% improvement is breakeven for $500k of fully-loaded comp. So you should add as many engineers / data scientists / etc as can generate an 0.01% annual improvement. Or maybe you want to take 3x their annual salary: that's still an 0.03% improvement in ad relevance.
Separately, some commenters here are flatly delusional about the effort to ship a site, android and ios apps, internal mod tools, help docs, support, and legal docs in 34 supported languages. Not to mention obeying laws in all the countries that implies.
Or image and video hosting! With recoding of videos, resizing of images, and the management of what is surely petabytes of images and videos with very high reliability! That is not a 1, 2, or 3 person job to do well.
A lot of commentators are either not engineers, incredibly poor engineers or utterly ignorant to how much work it is to manage a global company, as you've mentioned. Doing anything at the scale of Twitter is a nightmare crossing multiple languages, laws, domains and expertise much of which we'll only see start burning when governments step in and start taking chunks out of Twitter.
Anyone who has used Twitter, have you seen any evidence they do this beyond extremely basic geographical targeting.
Like people keep listing off all this stuff when we’ve all used the site and can see if it does have a team working on it then they’re not doing it to the levels of their competitors.
>> "These are some of the interests matched to you based on your profile, activity, and the Topics you follow. These are used to personalize your experience across Twitter, including the ads you see. You can adjust your interests if something doesn’t look right. Any changes you make may take a little while to go into effect."
They're not good at identifying interests and making them targetable, but they try.
Separately, some commenters here are flatly delusional about the effort to ship a site, android and ios apps, internal mod tools, help docs, support, and legal docs in 34 supported languages. Not to mention obeying laws in all the countries that implies.
Or image and video hosting! With recoding of videos, resizing of images, and the management of what is surely petabytes of images and videos with very high reliability! That is not a 1, 2, or 3 person job to do well.