Twitter: Struggling in eyeballs but monetizing too well

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“TWTR’s ad load is…10X higher than FB when adjusted for time spent”

“TWTR mobile eCPMs are …a 13% premium to FB”

If you fell asleep in November 2013 – when the media was heralding Twitter’s IPO as the “anti-Facebook” in a good way – and woke up today and read those two lines from a just-issued Morgan Stanley research report, you’d smile and say “Good for Twitter! They pulled it off!”

Morgan Stanley did not mean it as a compliment…

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