| SAN FRANCISCO, April 17
SAN FRANCISCO, April 17 Twitter Inc on Wednesday
unveiled a new tool that allows marketers to disseminate
targeted messages based on the content of users' tweets, a
technology that could help elevate Twitter's effectiveness as an
advertiser to a rarefied level demonstrated only by digital
advertising leaders like Google Inc.
Twitter's advertising business is relatively modest and is
likely to generate 2013 global revenue of under $600 million,
according to the consultancy eMarketer.
The fast-growing social networking company, which has 200
million users around the world, hailed its new tool as something
of a technological breakthrough: until now, Twitter has been
able to decipher a user's interests largely by analyzing the
list of accounts he or she follows, otherwise known as the
The new tool allows marketers using Twitter to delve into
the content of a user's tweets to show the most relevant ads.
The push to refine its advertising products comes as
Twitter, valued at $9 billion by private investors, prepares for
an IPO as early as 2014.
A band on tour may now send automated, paid ads about their
next show in Chicago, for instance, to any Twitter user in
Chicago who has tweeted about that band in the recent past.
The new technology echoes the search ad technology employed
by Google, which for years has proved hugely effective because
it shows relevant ads based on precisely what a user has
Another online advertising leader, Facebook Inc,
shows ads based on what a user has "liked," among many other
In a blog post Thursday, Twitter said the new keyword
targeting technology would be available globally to marketers in
The seven-year-old company, which did not establish a viable
business model in its early years and suffered from management
turmoil, has aggressively ramped up its revenue-generating
capabilities in the past two years under the direction of Chief
Executive Dick Costolo, who assumed leadership in 2010.