Twitter stock is going up, in part because of a new service called “Tailored Audiences” Twitter now offers which targets advertisements with incredible exactness. Advertisers are able to market their messages to people who are most likely to respond favorably. Investors are happy with Twitter’s new service because it allows Twitter to charge advertisers more, increases revenue, strengthens Twitter’s mobile presence, and grows Twitter both domestically and internationally, especially as compared to rivals like Facebook.

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New advertising hopes spark rally in Twitter – CBS News