SAN FRANCISCO -- Twitter Inc. will begin allowing advertisers to directly target users based on the interests they reveal in their tweets, the social media company said Thursday.
In an effort to draw advertisers to its paid ads program, the company also slashed the minimum price of "promoted tweets" to 1 cent.
Twitter, on which 400 million micromessages are posted daily, will now allow companies to send paid ads in the forms of tweets to groups of users, bunched in more than 350 interest categories compiled by Twitter itself.
Google Inc. has long reaped profits by displaying ads based on what a user searches for in its search engine. But Twitter has long faced the challenge of indirectly inferring these preferences.