Dive Brief:

• Twitter has officially launched a mobile ad management feature to help marketers adjust campaigns on the fly. 
• The Twitter Ads companion offers metrics on advertising impressions, engagement rates, and cost per engagement for campaigns and accounts. 
• Advertising campaigns must be launched from a desktop, but the new feature allows users to adjust bids, budgets, and schedules from a mobile device.

Dive Insight:

The new Twitter Ads companion will allow marketers to optimize campaigns on the fly from the devices people use the most to access the platform. Featuring information on impressions, engagement, budgets and more, the app lets marketers edit, pause, bid and schedule campaigns or entire accounts from iOS and Android smartphones and tablets.

The tool offers added flexibility for the web’s 24/7 operating environment — and another attempt to monetize the platform more effectively, an ongoing challenge for Twitter.