Atlantic Media Tries Turning Twitter Into a Bigger Ad Platform
Posted: 11/29/2012 | By: Nat Ives | Ad Age
Atlantic Media is taking publishers' latest stab at making social media good for something besides gaining traffic.
The company -- whose properties include The Atlantic, Quartz and
National Journal -- plans next month to begin showing ads promoting
certain advertisers atop Twitter feeds displayed in apps such as
HootSuite, Echofon and TweetCaster.
Although it will display the ads to followers of the publication in
question -- the 190,000 or so who follow @TheAtlantic, for example --
the company's tech provider will also let it target a broader audience
of people defined by other accounts they follow, keywords they use and
even keywords they see in other posts in their feeds.