by ALEXIA TSOTSIS, Tech Crunch
Lots of bold moves coming out of Twitter before the holiday vacation. The latest, and most subtle, is the offering of more granular search terms for advertisers to promote tweets against in its ‘Promoted Tweets’ product. As of today, Twitter will now let Promoted Tweets customers match their tweets to Twitter searches via exact match, phrase match, and basic keyword matching. More importantly for customers, people promoting tweets will now have the ability to use something called “negative keywords,” i.e. pick the words they don’t want to advertise against. This solves a huge relevancy problem as far as ads on user-generated content are concerned. For example, I would probably guess that advertisers would start with something like “all of the curse words” as negative keywords.
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