Americas
01 May 2010
• Twitter threatens keyword battle Twitter's new Promoted Tweets programme could raise similar trade mark problems to Google's AdWords, according to some lawyers. Biz Stone, co-founder of Twitter, revealed the latest plans for monetising the site last month: Promoted Tweets. "Promoted Tweets are ordinary Tweets that businesses and organizations want to highlight to a wider group of users," explained Stone. While Twitter did not say exactly how the back-end system for Promoted Tweets works, it is clear users will now see ads generated by keywords on the site. Twitter is looking at introducing a resonance metric, to measure how useful users find an ad and what it should cost advertisers. Any adverts lacking "resonance" will disappear. But until the metric is created advertisers can bid on keywords on a cost-per-thousand basis. Just like in Google AdWords, the ads will be differentiated from naturally generated content. "The trade mark issues...
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