Twitter’s tech for ad-targeting

Twitter on Wednesday unveiled a new tool that allows marketers to disseminate targeted messages based on the content of users’ tweets, a technology that could help elevate Twitter’s effectiveness as an advertiser to a rarefied level demonstrated only by digital advertising leaders like Google.The fast-growing social networking company, which has 200 million users around the world, hailed its new tool as something of a technological breakthrough: the new tool allows marketers using Twitter to delve into the content of a user’s tweets to show the most relevant ads.

Twitter on Wednesday unveiled a new tool that allows marketers to disseminate targeted messages based on the content of users' tweets, a technology that could help elevate Twitter's effectiveness as an advertiser to a rarefied level demonstrated only by digital advertising leaders like Google.

The fast-growing social networking company, which has 200 million users around the world, hailed its new tool as something of a technological breakthrough: the new tool allows marketers using Twitter to delve into the content of a user's tweets to show the most relevant ads.