Interest Graph Helps Twitter Advertisers Target Users More Effectively

By Karla Robinson
August 31, 2012

Twitter has created an “interest graph” that determines users’ interests from their followers, their Web browsing, and what they click on. Now, the microblogging platform is giving this data to advertisers in order to create more targeted ads.
“We’ve always taken a thoughtful approach to monetization, and early results show interest targeting creates a better experience for marketers and users,” writes Twitter’s Kevin Weil.
Twitter hopes the benefits from relevant ads will outweigh concerns about tracking. The company is aiming to please advertisers who have said Twitter “doesn’t offer enough options for isolating the right audience,” reports The Verge.
“Advertisers can now target users on Twitter by their topical interests, a total of 350 categories ranging from ‘Bollywood’ to ‘personal finance’ to ‘dogs,'” the article explains. “That’s not all: advertisers can also select particularly influential users and cater campaigns to their interests, and by extrapolation, target other users who share those interests.”
The interest graph data is available for Promoted Tweets and Promoted Accounts, which Twitter awards based on advertisers’ price bid and engagement rate.

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