Ad.ly Launches Analytics For Sponsored Tweets
There’s been a bit of controversy around Ad.ly, which aims link up high-profile advertisers with celebrities on Twitter and then distribute links to marketing campaigns through the Twitter user’s tweet streams with full disclosure. Launched this fall, the startup has created an interesting way to use the viral nature of Twitter and celebrity reach to develop an advertising model. Today, Ad.ly has launched analytics for its platform, letting marketers and Twitterati measure the impact of their advertisements and Tweets. Some of the analytics that Ad.ly can now provide to advertisers include user engagement, male and female segmentation, location, and sentiment analysis. Ad.ly has partnered with PeopleBrowsr, a startup that data mines Twitter, to provide the data to users. Ad.ly’s founder Sean Rad says the reasoning behind the new feature “provide Twitter users the data they need to become more prolific content creators.” Here’s how Ad.ly works: Ad.ly’s platform is self-serve for both the Twitter users and the advertisers. So for example, an advertiser for Dell could choose which Twitter power-user to pitch their ad too and then submit a bid to a particular user. The celeb (or publisher) then approves or denies the request. Once the publisher approves the Tweet, the message is sent out via their account by Ad.ly. Each campaign requires the celeb to send out …
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