Now Twitter is offering to allow advertisers to spend more money than they budget by offering their own broad match. The Twitter blog tells us
Today, we’re excited to share a significant improvement to keyword targeting on Twitter with the launch of broad match for keywords.
Twitter users have conversations about topics in a number of different ways, and the same intent can be expressed by using synonyms, different spellings, or Twitter-specific lingo. Broad match makes it easier for advertisers to reach users having these conversations by automatically expanding their targeted keywords to include related terms.
If you need a picture, we got that.
The end game here is that this platform needed to be put in place ahead of the IPO to show that there is progress being made in generating revenue.