Microblogging sensation Twitter changed its terms of service on September 10 to allow for advertising on the platform.
While Twitter did not specify what types of available ad units it might offer, co-founder Biz Stone said in a blog post that the company will “leave the door open for advertising.”
Sean Corcoran, analyst at Forrester, said that this development will help Twitter monetize its site. However, he expects that the data that Twitter can offer to advertisers will be more valuable than the ads themselves.
“You can combine research and public relations and CRM and direct marketing in one place, both quantitatively and qualitatively, which is very strong,” he said.
Twitter already offers consumers a platform to discuss brands — and companies the opportunity to hear consumer feedback — but this open door could extend the reach.
“If you want to target people who are specifically talking about certain kinds of retailers or who show interest in certain kinds of topics, then there are definitely opportunities to segment users in those ways,” said David Berkowitz, senior director of emerging media and innovation at digital communications agency 360i. l
