The Twitter logo is displayed on a screen on the floor of the New York Stock Exchange (NYSE) in New York City, U.S. on September 28, 2016. REUTERS/Brendan McDermid
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Earlier this month, Twitter hired bankers to explore selling itself. Technology and media companies including Salesforce.com Inc., Walt Disney Co. and Alphabet Inc.'s Google looked at the company but ultimately passed on buying it.The aborted sales process – and the company's strategy as an independent company – will be back in the spotlight when Twitter reports earnings on Oct. 27 . By comparison, spending in that area accounted for 19 percent of revenue at Yahoo, 15 percent at Facebook, and 12 percent at Google-parent Alphabet, according to a Reuters analysis of quarterly financial reports.If Twitter does not slash its costs, activist investors – who have aggressively pushed U.S. companies in recent years for better cash management, leadership changes and new strategies – may see Twitter as an appealing target.Twitter could also explore ways to bring in an outside strategic investor to assist in a turnaround. But finding the right company to invest in Twitter without it looking like a desperate move could be tricky, private equity executives said.
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