Twitter on April 17 began to allow ads to be targeted at users based on the words written in 'tweets' and messages forwarded to followers at the popular social network. Previously, contents of Twitter messages relied on algorithms that pool the interests of users to send them potentially relevant ads in the form of tweets "promoted" at the top of feeds.
Twitter produce manager Nipoon Malhotra said the new feature would allow "advertisers to reach users based on the keywords in their recent tweets and the tweets with which users recently engaged."