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Twitter is going to launch its much-anticipated advertising platform on Tuesday, one day before its first-ever developers conference. The ad platform is called “Promoted Tweets” and will start rolling out Tuesday afternoon, beginning with promoted tweets within Twitter Search results.
According to AdAge and The New York Times, the platform will allow businesses to insert themselves into the Twitter stream in order to rise above the noise. It will start with search results, but later on will enter both Twitter.com streams and third-party apps such as TweetDeck and Tweetie (acquired by Twitter last week). Only one ad will be displayed at a time.
Initial customers of the platform include Virgin America, Bravo, and Starbucks. Advertisers will bid on keywords based on a CPM basis initially, but later on Twitter intends to launch a “resonance score” metric that will judge how much reach and impact individual sponsored tweets have, based on favorites, retweets, and views.
In a lot of ways, it’s like Digg Ads, the social media company’s successful advertising model. Both use user interaction with ads in order to determine the price and longevity of specific ads.
The rollout will begin with search and should expand at the end of 2010, depending on how users react to the Promoted Tweets platform.
[img credit: AdAge]