Citing the long-term health and value of the Twitter network, Twitter announced it will continue to forgo near-term revenue opportunities in
the service of carefully metering the impact of Promoted Tweets. Noting the success for avertisers, users and the Twitter
ecosystem. aside from Promoted Tweets, Twitter will not
allow any third party to inject paid tweets into a timeline on any
service that leverages the Twitter API. In April Twitter introduced Promoted Tweets, for advertisers.
Promoted Tweets are ordinary Tweets that businesses and
organizations want to highlight to a wider group of users. Users
will see Tweets promoted by Twitter partner advertisers
called out at the top of some Twitter.com search results page.
Twitter updated their Terms of
Service to clarify their terms. Recently, Twitter launched it own , Android and BlackBerry apps, leaving out and perhaps alienating independent devs who spent time and resources of their own.
They claim that third party ad
networks are not necessarily looking to preserve the unique user
experience Twitter has created. They may optimize for either market
share or short-term revenue at the expense of the long-term health of
the Twitter platform. For example, a third party ad network may seek to
maximize ad impressions and click through rates even if it leads to a
net decrease in Twitter use due to user dissatisfaction.
Secondly, the basis for building a lasting advertising network that
benefits users should be innovation, not near-term monetization. Third
party ad
networks may be optimized for near-term monetization at the expense of
innovating or creating the best user experience.
They note that Twitter bears all the costs of
maintaining the network, protecting the Tweet stream against spam,
supporting user requests, and scaling the service. Indeed, Twitter will
bear many of the support costs associated with any third-party paid
Tweets, as Twitter receives support emails related to anything a user
sees in a tweet stream. The third-party bears few of these costs by
comparison.