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Twitter’s targeted ads get smarter

Twitter will reportedly soon be using data from users' tweets and follower profiles to power a new range of targeted off-site ads.

In the crosshairs

According to a report in the Financial Times, the ads will be powered through mobile advertising server MoPub, which Twitter recently acquired for an estimated US$350 million.

Under the new arrangement, it is speculated that Twitter will glean user data including tweets and people they follow to deliver targeted ads via MoPub's network.

Data dump

The announcement is the latest in series of updates where the big social players are tightening the reigns on the distribution of user data.

Recently Google announced it will begin showing users' images and reviews in its display ads, while Facebook revealed it will no longer offer blanket opt-outs for users.

The arrangement would be a nifty earner for Twitter, as it would generate addition income without swamping Twitter feeds with additional ads.

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