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.
Best Buy, Virgin America, Starbucks, and Bravo are among the first initial partners. “The idea behind Promoted Tweets is that we want to enhance the communications that companies are already having with customers on Twitter,” said Twitter Chief Operating Officer Dick Costolo.
Advertisers will have to pay on a CPM [cost-per-impressions] basis. However, Twitter plans to adjust the system to a performance-based pricing in the future, which they call “resonance.” Once the resonance system is released, Advertisers will not have to pay for unsuccessful ads.
