Twitter has unveiled a "TV conversation targeting" tool that allows U.S. and U.K. marketers to send ads to users who are talking about a particular show. The tool will be available as a self-serve ad unit, meaning smaller advertisers can target a show's audience without having to buy traditional TV ads. The move "reflects a subtle shift in positioning away from the symbiotic relationship with networks that Twitter has been nurturing," Cotton Delo writes.

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