Twitter has announced that it is introducing new ad features and a revamped algorithm, which decides which ads users will see. The networking company told Reuters that this is in an effort to lay the groundwork for future e-commerce features. The new features are being introduced as Twitter aims to grow its advertising business. Twitter aims to position itself to allow brands to sell products through the network by first improving its ability to show users relevant ads that they will click on. 

"Performance ads are a very large opportunity... that's relatively untapped for us," said Kamara Benjamin, group product manager at Twitter, in an interview. "Ultimately, this is going to lead to people installing apps, visiting websites and finding products that meet their needs."

Twitter added it is working on new tools to let companies run ads to find customers who are more likely to make in-app purchases.