Twitter, which many investors consider a primary challenger to Facebook Inc. (NASDAQ: FB), will allow advertisers to target users based on their activity on the short message platform. Advertisers will be able to pick from about 350 topics that Twitter management tracks among its members. In its announcement, Twitter management said:
Today we’re taking an important next step by allowing you to target your Promoted Tweets and Promoted Accounts campaigns to a set of interests that you explicitly choose. By targeting people’s topical interests, you will be able to connect with a greater number of users and deliver tailored messages to people who are more likely to engage with your Tweets. When people discover offers and messages about the things they care about on Twitter, it’s good for both marketers and users.
Douglas A. McIntyre