Twitter Plans More Disclosure of Paid Relationships

  |  March 27, 2009   |  Comments

Co-founder Biz Stone says Twitter will label outbound links on its homepage when ad-related revenue is involved.

Twitter has long used the small "definitions box" in the upper right corner of its homepage to recommend outside tools and services. Initially it had no financial relationships with the recipients of those outbound links -- which have included mobile apps such as TweetDroid and Web site experiences like Twistori. However that's recently changed, as the company has accepted payment for working with Federated Media Publishing on two experiences for advertisers. As part of its support for those efforts, it's begun linking from the homepage definitions box to sponsored Web sites.

Now, one week into its relationship with FM and its advertisers, Twitter is preparing to disclose on its homepage when those outbound links point to sites with which it has paid relationships.

The move is apparently spurred in part by an inquiry from ClickZ. Reached by e-mail today about the company's plans for disclosure within the box, Co-founder Biz Stone said it's not a bad idea.

"We're promoting noteworthy Twitter projects whether we're paid or not but I can see your point about letting folks know if we have a paid relationship with a project developer," he said. "I'll work up a version of our little definitions box that discloses financial relationships when appropriate."

The disclosure issue is a new one for Twitter, which only last Friday unveiled initiatives that will generate its first ad-related revenue. The first is a platform, called ExecTweets, that aggregates the Twitter activity of senior business executives in several industry segments. ExecTweets is sponsored by Microsoft. The second effort, called March Tweetness, is an AT&T sponsored online tool that channels the Twitter buzz about specific teams and games in the NCAA basketball playoffs.

Federated Media told ClickZ this week that it expects an ongoing relationship with Twitter. It acknowledged the revenue generated through such projects is not a significant part of the microblogging service's revenue model.

"The relationship with Twitter is such that we expect that to be a long fruitful relationship in which we will bring many brands into the space," said FM spokesman Matt DiPietro.

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!

ABOUT THE AUTHOR

Zachary Rodgers

Until March 2012, Zach Rodgers was managing editor of ClickZ's award-winning coverage of news and trends in digital marketing. He reported on the rise of web companies, data markets, ad technologies, and government Internet policy, among other subjects. 

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.

Jobs

    • Tier 1 Support Specialist
      Tier 1 Support Specialist (Agora Inc.) - BaltimoreThis position requires a highly motivated and multifaceted individual to contribute to and be...
    • Recent Grads: Customer Service Representative
      Recent Grads: Customer Service Representative (Agora Financial) - BaltimoreAgora Financial, one of the nation's largest independent publishers...
    • Managing Editor
      Managing Editor (Common Sense Publishing) - BaltimoreWE’RE HIRING: WE NEED AN AMAZING EDITOR TO POLISH WORLD-CLASS CONTENT   The Palm...