Twitter edges towards advertising

Twitter rewords Terms of Service

Twitter has moved a step closer to supporting large-scale ad campaigns after rewriting its Terms of Service.

The document, which sets out Twitter's basic rules, has been overhauled to more accurately reflect how the micro-blogging tool is used, according to co-founder Biz Stone.

In an official blog posting, he highlighted advertising as one of the key changes and explained: "In the terms, we leave the door open for advertising. We'd like to keep our options open."

Twitter rules out banner ads

Mr Stone has previously indicated the company wants to become a profitable business and rejected allegations that it is "philosophically opposed to any and all advertising".

He also revealed that the concept of being paid to run traditional web banner campaigns "isn't interesting to us" in a blog on May 20th 2009.

But he described advertising as a means of "facilitating connections between businesses and individuals in meaningful and relevant ways" as a compelling concept.

Many organisations are already latching onto Twitter in order to take advantage of its brand-building potential.

Companies such as Marvel, Dell and Kodak all have official Twitter posters, as do leading sports teams such as the New York Yankees, the Chicago Bulls, Chelsea FC and Liverpool FC.

These feeds are often used to drive traffic to company websites or positive mentions in the media, while a growing number are also disseminating advergames and viral marketing campaigns.

However, the lack of a coherent Twitter-backed advertising platform has discouraged a number of companies looking for quantifiable returns on investment.