Twitter to start targeting ads by keywords in users' tweets

April 17, 2013 at 4:18 PM
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SAN FRANCISCO, April 17 (UPI) -- Twitter says it is introducing keyword targeting for advertising, which will present Promoted Tweets to users based on subjects they have tweeted about.

Keyword targeting will allow advertisers to direct their messaging based on users' stated interests in their tweets rather than on demographic or geographic information, Twitter said.

Nipoon Malhotra, product manager for revenue at Twitter, posted an example Wednesday of how the program will work.

"Let's say a user tweets about enjoying the latest album from their favorite band, and it so happens that band is due to play a concert at a local venue. That venue could now run a geotargeted campaign using keywords for that band with a tweet containing a link to buy the tickets. That way, the user who tweeted about the new album may soon see that Promoted Tweet in their timeline letting them know tickets are for sale in their area."

The service would be introduced across Twitter's network, mobile and desktop, covering 15 languages and all markets where the company currently serves Twitter Ads, TechCrunch reported.

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