Though Twitter's IPO was announced in September via tweet, its buzz-generating S-1 filing with the SEC officially went public Thursday. The micro-blogging platform plans to raise $1 billion when it begins trading, possibly in November, under the ticker TWTR.
The social media platform, however, isn't currently profitable. For the six months ended in June, it posted a loss of $69 million despite a doubling of revenue to $253 million compared to the same period in 2012. Around $221 million of that came from advertising.
With the IPO, the company will have to answer to shareholders, and that means finding new ways to monetize its product, a la its partnership with Datalogix and products like Twitter Amplify. Amplify is one part of the company's push to prove its worth as the dominant name in social TV advertising, as viewers tend to take to the platform to provide commentary on their favorite programs—a detail that will likely prove critical to its IPO. It also partnered with Viacom to sell ad packages for this year's MTV Video Music Awards, and Nielsen even has Twitter TV Ratings now.
Clearly, the IPO has a lot of potential for marketers. Here's a quick look at Twitter by the numbers:
Estimated market value: Over $15 billion
Estimated price per share: $28-30
Monthly active users: Over 215 million
Daily active users: Over 100 million
Daily tweets: Over 500 million
Estimated advertising revenue for 2013: $580 million
While we're sure to learn more in coming weeks about the risks its business faces and its back-and-forth with regulators, Twitter seems to be on the right track to increase its value—both on the market and to advertisers. Time will tell if the investments and acquisitions it made along the way truly make it the social TV and discovery powerhouse it has the potential to become.