Twitter to step up ‘promoted tweet’ technology

Plenty of coverage around today about Twitter’s plans to push the rollout of its promoted tweets programme and boost the relevancy of the messages that advertisers send.

Twitter said it will test technology that will allow advertisers to show promoted tweets to people that is based on the people and brands users follow.

Speaking at Ad:Tech Shiva Rajaraman, Twitter’s product manager, said:  “Who you follow is a good indicator of what you are interested in.

“As we move forward, we are going to implement targeting mechanisms that allow people to engage their audience in that way. We are starting with essentially keywords but the basic goal is to build out interests based on who you’re following.”

The lack of targeting ability of any kind has been a bit of  a roadblock for Twitter’s promoted tweets programme specifically and its ability to make money in general. This could significantly change that.

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