Do you love, no scratch that—“luv” espresso? Do you “adore” it even? Twitter advertisers may now know how you feel about their products no matter how you choose to express yourself.
On Wednesday, the social network added some smarts to its ad targeting system so that marketers can understand people who use synonyms, alternative spellings, and “Twitter-specific lingo” in their tweets.
The ability to display ads to users based on keywords they type was introduced in April, and the improvements are designed to let advertisers target those whose tweets might previously have gone unnoticed.
The new feature, called “broad match for keywords,” could provide a boost to Twitter’s efforts to monetize its service. It’s designed to make it easier for marketers to reach users based on the conversations they’re having on the site, at the right moment and in the right context.