Twitter's ad platform works by targeting users with interest signals (such as who they follow), with its new feature for advertisers Twitter hopes to tap into what people are talking about.
The microblogging service has announced today the ability for advertisers to target keywords inside of tweets for products like its Promoted Tweets.
On its blog Twitter gives the example of a user tweeting about a music album. A concert venue can target users in its area, who've used the band's name, and promote concert tickets to them in their timeline. Twitter is quick to add that the number of ads it displays, or how they are display, are not changing.
Twitter's been working with Microsoft, Walgreens and GoPro to test the new feature.
The new targeting feature is available in all locations where Twitter's Ads UI and Ads API are available, which includes New Zealand.