Twitter lets TV advertisers target tweets to viewers

The information network says it's ready to help marketers sync their TV ad campaigns with Twitter.

Jennifer Van Grove Former Senior Writer / News
Jennifer Van Grove covered the social beat for CNET. She loves Boo the dog, CrossFit, and eating vegan. Her jokes are often in poor taste, but her articles are not.
Jennifer Van Grove
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Twitter said Tuesday that its opening up its TV ad-targeting technology to all U.S. advertisers that run national television spots and want to reach live viewers with synchronized in-tweet promotions.

Twitter, which had been calling the ad initiative "Twitter Amplify," markets the second-screen advertising play as an automated way to boost the impact of traditional broadcast advertising.

A beta version of the program kicked off in May. Early partners included a slew of networks and media companies like Viacom, Conde Nast, MLB.com, BBC America, FOX, ESPN, and The Weather Channel.