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September 22, 2010

Twitter to use “interest graph” to better target promotions

by Darren Allan

Twitter is planning to build a profile of its user base and their likes to help target so-called promoted tweets more effectively.

This will help advertisers to be assured that promotional 140 character sound bites will be directed to people who are more likely to actually care about them via a new system of an “interest graph”, the Telegraph reports.

This will use the details of who people follow to build up a picture of their likely interests, although a Twitter Product Manager stressed that they wouldn’t be tracked and attached to specific names, but that interests would be grouped in “genres” for brands to target.

He made it clear that personal details will not be shared with third party advertisers, for the benefit of those who will likely be concerned by the sound of this latest tweeting development.

Twitter is currently rolling out a substantial redesign to the site, bringing with it a much more streamlined interface, and a richer media experience when tweeting - or so they claim.

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