By Nathan Olivarez-Giles
6:00 PM PDT, March 20, 2012
Next time you log into Twitter, whether on a Web browser or smartphone and tablet app, you may see an advertisement from a company you don't follow on the popular social networking site.
On Tuesday, the San Francisco company announced that it had made changes that will allow it to publish "promoted tweets" from advertising companies across its apps and website. Twitter also said, in a blog post, that it will offer advertisers the option of targeting promoted tweets by filtering them to show up only on the iPhone and iPad, on Android devices or on other mobile gadgets.
Previously, promoted tweets would show up only to Twitter users who followed the company paying for the advertising tweet.
"Since we began testing three weeks ago, reactions have been positive," Twitter said of the move to promoted tweets also showing up in mobile apps. "Starting today, we are expanding this test, enabling brands to target Promoted Tweets to mobile users that share similar interests with their existing followers."
Although Twitter is offering advertisers the ability to target their promoted tweets, "the default setting simply targets campaigns to users across all devices," the company said.
"Mobile device targeting is great for brands who want to increase the prominence and reach of their message to a particular type of mobile user. For example, mobile game and app sellers can now pinpoint the users who are likely to purchase their products."
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