Twitter Lets Advertisers Target Based on 'Broad Match' Keywords

 

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Evolving its ad targeting further, Twitter announced Wednesday that it is letting advertisers target based on "broad match" keywords, that is, two words that are linked to express a sentiment.

In a blog post announcing the move, Nipoon Malhotra, product manager for revenue, used the example of the phrase "like coffee," which might be expressed in the following ways:

broad_match_love_coffee_example

The offering also takes into account alternate spellings like "luv" and lets advertisers use the "+" modifier on the terms to prevent broadening. In the example above, for instance, a coffee shop that doesn't sell espressos can set their buy to exclude those who tweet that they "luv espresso." Read more...

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