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Twitter CEO Dick Costolo made a point to say in January that the social platform is "not necessarily a media company." That’s still being debated, especially given recent moves, but Twitter seems to be at least taking a page from media companies’ business models in the way ads are bought and sold.
Three weeks ago Twitter began testing the ability for advertisers to run Promoted Tweets without first posting the tweet organically to a brand’s followers, according to sources with knowledge of the beta test.