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Atlantic Media Tries Turning Twitter Into a Bigger Ad Platform
Reuters – by NAT IVES
Atlantic Media is taking publishers’ latest stab at making social media good for something besides gaining traffic.
The company — whose properties include The Atlantic, Quartz and National Journal — plans next month to begin showing ads promoting certain advertisers atop Twitter feeds displayed in apps such as HootSuite, Echofon and TweetCaster.
Although it will display the ads to followers of the publication in question — the 190,000 or so who follow @TheAtlantic, for example — the company’s tech provider will also let it target a broader audience of people defined by other accounts they follow, keywords they use and even keywords they other people use.
“We’re able to target not only followers and fans of the brand and our editors but reach people who are having conversations that are relevant,” said Lindsey Emanuel, creative services director at The Atlantic.
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