With the planned initial public offering, Twitter has been among the most anticipated in recent years. Billons of people use it daily worldwide to vent about politics, check news headlines and follow celebrities. However, the company just confirmed that it hemorrhaged $69 million in the first half of this year, an increase of 40% from the same period in 2012.

One of the reasons for twitter’s financial shortcoming is that the company pays less attention on making profit. The executives have been focusing on adding new users and improving technical standard since being introduced the microblogging service in 2006. Not until past few years the twitter gotten serious about selling advertising which can be appears above message from users. Twitter must show that its advertising business can continue its strong growth. There are a few signs of concern. For example, ad rates—what the company charges marketers per “ad engagement”—tumbled 46% in the last quarter. The drop continued a downward spiral that started a year ago.