Twitter Shares Smash Past $50 Following Tailored Ads Rollout

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News Posted: Tue, Dec 10 2013 2:19 PM
Do you hear that noise? It's the sound of stocks changing hands, and today that's good news for Twitter. Why? Twitter's stock is currently trading at around $52 per share, up nearly 6 percent since the opening bell, and that's after gaining 9.3 percent on Monday. Shares of Twitter hit a new high of $52.58 just a little earlier, and if the excitement doesn't wane, it could close at a new high at the end of the trading day.

The sudden surge in stock price and interest in Twitter by investors is mostly the result of the microblogging service announcing a tailored ad program last Thursday. Twitter's ad program lets an advertiser target their wares and services to users who've already shown an interest in the company's brand.

Twitter Mobile

"Let’s say a hotel brand wants to advertise a promotion on Twitter and they’d prefer to show their ad to travel enthusiasts who have recently visited their website. To get the special offer to those people who are also on Twitter, the hotel brand may share with us browser-related information (browser cookie ID) through an ads partner," Twitter explained in a blog post. "We can then match that information to Twitter accounts in order to show the matched users a Promoted Tweet with the travel deal. The end result is a highly relevant and useful message for the user. Advertisers will continue to receive the same reports that include how many users saw or clicked on an ad, without identifying who saw it or clicked on it."

On reason this is a big deal is because it could finally help Twitter make a profit. Given its popularity and the number of active users, Twitter is a potential goldmine waiting to be tapped into.
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