Twitter To Serve Targeted Promoted Tweets Based On Who You Follow

At Ad:tech in London today, Twitter product manager Shiva Rajaraman announced an interesting new update to its Promoted Tweets advertising offering. Promoted Tweets, which launched last April, allows advertisers to purchase keywords and select tweets that will appear on top of Twitter Search results for the bought terms. Rajaraman said today that Twitter now allow advertisers to serve Promoted Tweets based on the people and brands Twitter users are following.

As noted by the FT, Rajaraman tells the audience: ?As we move forward, we are going to implement targeting mechanisms that allow people to engage their audience in that way,? he said. ?Right now we are starting with essentially keywords but the basic goal is to build out interests based on who you?re following ? As that grows to scale, I think we?ll see a lot of opportunities beyond traditional brand advertising.?

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