Evolving its ad targeting further, Twitter announced Wednesday that it is letting advertisers target based on "broad match" keywords, that is, two words that are linked to express a sentiment.
In a blog post announcing the move, Nipoon Malhotra, product manager for revenue, used the example of the phrase "like coffee," which might be expressed in the following ways:
The offering also takes into account alternate spellings like "luv" and lets advertisers use the "+" modifier on the terms to prevent broadening. In the example above, for instance, a coffee shop that doesn't sell espressos can set their buy to exclude those who tweet that they "luv espresso."
The program, which is available through ads.twitter.com and Twitter's advertiser API, follows other enhanced targeting tools including keyword targeting, which was introduced in April.