Twitter’s Coattails Extend With Arrival of Paid Political Ads

Everybody knows that despite this year’s Weiner scandal, Twitter is still really big with politicians as it is with all the usual talking heads — apparently 80 percent of Congress tweets. Twitter honchos have undoubtedly known as much for a while, and that’s why it makes so much sense for them to open up their platform to purchased political advertising. Politicians’ ads are relevant to the Twitter readership and the company needs the cash. The first paid-for political ad on Twitter appeared this week: a “promoted tweet” for Mitt Romney’s presidential campaign that ran on Wednesday, September 21st.

Contrary to what would be expected, there seems to be no need to summon any bracing fortitude in preparation for an overwhelming campaign onslaught on your Twitter stream, at least not yet. Leadership at Twitter seems to be intent on introducing advertising in as an intrusive a way as possible. Adam Bain, the company’s president of global revenue was quoted in Politico, where the takeaway of his comments was found to be that Twitter did not wanting to look like it was “cash[ing] in on its massive popularity and cultural cachet,” on account to the advertising. Bonus points for that. Political ads on Twitter will be marked with a purple checkmark and hovering over them will produce a political disclosure.

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