Twitter Inc (NYSE:TWTR) has replaced most of its top officials in the last year or so, of which the CFO was the latest. The company has seen many old executives go, and new ones join as the CEO Dick Costolo hopes that the new guys would make some major contributions to accelerate the declining user base, which has been a major concern for the company. Despite the reshuffling, the ad business leadership has not been replaced or even touched, says a report from NY Times by Mike Isaac and Vindu Goel.

Twitter

Advertising leadership remains intact

The leadership remains same as before with Adam Bain completing four years as the global president of revenue and partnerships at Twitter. He has been spinning money for the company in good volumes. Four years ago, Mr. Bain resigned from his position at Fox Sports Media Group and joined Twitter for handling the micro-blogging sites advertising products.

Bain was, recently, entrusted with the responsibility of controlling the department of business development after Ali Rowghani, No.2 executive at Twitter, resigned last month owing to restructuring. Since he handles the top most responsibilities of the advertising department that generates maximum revenue, his presence in the organization is very important making him the second most important person at Twitter.

Many analysts believe that even if Twitter does not add another user, then also Mr. Bain and his team are capable of increasing revenue for some time by showing more and better ads.

Growing clout for Twitter

Initially, Twitter was largely dependent on Google Inc (NASDAQ:GOOGL) (NASDAQ:GOOG) and Microsoft Corporation (NASDAQ:MSFT) for the revenue as at that time it had introduced its ad related products. It entered into licensing deals later in 2010, and added new sources of revenue such as sponsored Tweets and other ad products.

Twitter has made some major improvements to the advertising services it offers and has worked hard towards reaping the benefits of mobile presence. Till date the mobile app installation ads sector was dominated by Facebook Inc (NASDAQ:FB) and, now, Twitter is giving it a really tough competition.

While the company is reporting net losses, expectations are that the revenue will grow by large and would be almost double from $665 million reported last year. Twitter is expected to report revenue of $1.2 billion to $1.25 billion in the current year. While Twitter’s slow growth is expected to continue in the coming years, the general belief is that mobile ads selling would help improve the company’s bottom line.