Twitter Loosens Up Its Paid Ad Requirements

Would remove Promoted Tweets' followers-first requirement

Don’t miss Commerceweek, February 28–29 in NYC, to explore the technology and trends fueling commerce. Get strategic insights from leaders at The New York Times Advertising, Turo, TikTok and more. Register.

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.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in