Curaleaf, which is running a campaign in Arizona for its new Jams edibles line and in Illinois for its retailers, sees “potential for good ROI” on the platform.

“Ideally we would like to be able to measure revenue generated from these campaigns,” Lynch said, “but due to the nature of display advertising and traditionally low click-through rates, measurement has been hard to come by.”

Even so, “Twitter has opened up a door that cannabis brands and [multi-state operators] do not want to see shut,” Lynch said, noting that the relationship enables “a world of opportunities” for Curaleaf and others “to reach not only new canna-curious consumers and patients but to educate folks about this incredible life-saving plant.”