Now part of Twitter, Bluefin Labs, the MIT Media Lab startup that studies the collective mood of the Twittersphere, can help the social media giant address a key business problem by putting a clearer value on the “promoted tweets” that it sells—particularly those related to television advertising.
“Right now nobody knows what a ‘promoted tweet’ is actually worth,” says David Morgan, founder ofSimulmedia, a New York City–based company that uses set-top-box data to determine ad placement.
In an earlier email exchange, Jean-Philippe Maheu, the recently hired CEO of Bluefin Labs, says the company’s technology that matches each advertisement airing to which tweets it prompts in real time, was unique in the market. “Bluefin Labs is the only company that has the ability to measure how consumers respond to TV commercials via social media,” he said.
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