Twitter's 218 million users not a big enough audience for ad buyers

Ad buyers have told Twitter that their 218 million users don't constitute a "big enough audience" for them.[caption id="attachment_1155739" align="alignleft" width="380"] Twitter logo. Reuters image[/caption]According to a report in the Wall Street Journal, ad buyers said that Twitter needs to amass more users, as well as a bigger sales force, to win further spending from their mass-market clients."Scale still matters," Adam Shlachter, senior vice president of media at DigitasLBi, a digital-ad firm owned by Publicis Groupe, said to the Wall Street Journal. "How consumers embrace Twitter and tap into it or tune in or out is going to be critical."But other commentators have pointed out in the article that Twitter makes up in quality what it lacks in quantity. "The 200 million-plus Twitter nation is a powerful and influential force that you have to pay attention to," Jeff Charney, Progressive's chief marketing officer said in the report.Read the full report here.