Some Research Opportunities on Twitter Advertising

Social media have enjoyed a rapidly increasing adoption among users in recent years. Millions of users execute billions of actions (in form of tweets, messages, replies, likes, etc.) every day. The massive amount of social interactions online has contributed to the proliferation of social advertising. Alongside the interest in online and social advertising, Twitter has introduced several advertising opportunities to aid advertisers to promote their products/services to the “right" audiences. This includes providing advertisers with (1) different advertising options of “Promoted Tweets", “Promoted Accounts", and “Promoted Trends", and (2) different user targeting options based on keywords, interests, location, etc. In this paper, first we briefly discuss the Twitter advertising platform, and then we introduce some research problems in this domain.