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Twitter is building an "interest graph", which will help brands target people more effectively via "promoted tweets", the service’s advertising format.
Shiva Rajaraman, a product manager at Twitter, said: “Moving forward, [with promoted products] we are looking at introducing a targeting mechanism [which is based on an interest graph] … We can build out a person’s interests based on who they are following”.
“We are experimenting how we can assemble those pieces of information together and show people’s interests,” he explained.
Rajaraman stressed that people’s interests would not be attached to their name, but people’s interests in genres, such as "computers", would be grouped together for the purposes of brands.