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Dr Matsumura is toiling in a back corner of the Labs today. Strange sounds, brief flashes of light: goodness is brewing.

December 3, 2009 - 4 years ago

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RT @jm3: “Twitter is an open standard that became plumbing.” NY Times: http://bit.ly/6JlyX8 /via @zabramny

January 4, 2010 - 4 years ago

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Quick Primer: Tagging URLs for Google Analytics

Every ad has an associated URL where users will be redirected when they click. To keep track of your landings in Google Analytics, append tags to your URL.

A GA-tagged URL looks like this:
http://140proof.com/?utm_source=twitter&utm_medium=display_ad&utm_campaign=140proof

People clicking on your tagged URL will appear in the “Traffic Sources” tab of Google Analytics (go to Traffic Sources, then click Campaigns).

Your redirect URL isn’t visible to the end user, so we recommend including your main URL in your tweet if you want to show a link to users even if they don’t click.

Build your own Google Analytics-tagged URL using Google’s URL Builder.

We offer deep Google integration to help you keep your metrics organized across campaigns and platforms. Our enhanced Analytics service track clicks, shares, and new follows within Google Analytics. Contact Professional Services for more about integrating social actions into your analytics.

January 19, 2010 - 4 years ago

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140 Proof: Advertising, Pure and Simple

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Today we’re proud to announce the launch of 140 Proof, the first targeted, self-service ad solution for Twitter.

The Proof network connects 3rd-party Twitter clients (roughly 100+ million users) into a single, dynamic audience that advertisers can buy the same way they buy keyword advertising. Our ads are served anywhere tweets are consumed & shared: mobile, desktop, and web.

To those of you visiting us from TechCrunch: welcome. We’re offering $100 of free advertising impressions to the first 50 signups from TechCrunch.

TC readers, click here to create your ads.

We welcome inquiries from Twitter developers interested in monetizing their apps through personalized, unobtrusive advertising.

Twitter app developers can sign up at developers.140proof.com.

Interested in joining a happy team of hackers, copywriters, and Rock Band players? Motivated doers and thinkers are invited to reach out to us on our jobs page.

January 20, 2010 - 4 years ago

Posted In events Technology

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Apple Bars App Developers from Using Location to Target Ads

Apple has announced that it will reject applications using location primarily for ad targeting. Yesterday, Apple posted an update to its “News and Announcements” Dev Center about Apple CoreLocation technology:

If your app uses location-based information primarily to enable mobile advertisers to deliver targeted ads based on a user’s location, your app will be returned to you by the App Store Review Team for modification before it can be posted to the App Store.

Both Craig Hockenberry (inventor of Twitterific) and Gizmodo opine that this is a preliminary move to make space for Apple’s own answer to mobile advertising, which is plausible given Apple’s recent acquisition of Quattro for $275 million.

Location is extremely valuable data with regard to ad targeting, but it’s not the only valuable data. If you’re walking down a street with two restaurants and a shoe store, you could reasonably be served an ad for dinner specials and shoe repair. But if you’ve just eaten and you’re wearing new shoes, those ads aren’t relevant.

The only ad that could beat ads solely targeted on location is one that’s also relevant to your interests. Based on the results we’ve seen at 140 Proof, combining persona targeting with location targeting is a much more successful approach. The fact that Twitter ads are social too is a huge win for brands. (This isn’t to say that Apple wouldn’t target ads based on personas, since Apple is in the best position to do so. It’s conceivable that they have access to rich mines of behavior and purchase data on all their iPhone and App Store customers.) So knowing only where you are isn’t quite as useful as also knowing who you are.

Major platforms are fighting hard to claim and keep the lead in the mobile ad space. For more details on that, try the Business Week article “Apple vs. Google.”

February 4, 2010 - 4 years ago

Posted In Trends Technology

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Hacking Your Advertising Experience on the Web


Along the lines of helping people control their ad experience, one Canadian startup called DoGood gives consumers the options of replacing ordinary web ads in their browser with green initiatives and social change movements.

To hack your ad experience, you install DoGood’s browser plugin and use the web normally. As you encounter sites that show you banner or flash advertising, DoGood will cover up those ads with its own messages and “good” ads sponsored by brands.

Amazing, appealing, monetized, and 100% opt-in. Sort of a grassroots, socially-conscious version of The Deck.

From the DoGood website:

The DoGooder browser plug-in hides the generic advertising you see on the Internet, and shows you thoughtful green related initiatives, philanthropic calls for action, and health and wellness ideas instead. We then donate 50% of our profits back to charity, green initiatives, and non-profit organizations.

March 4, 2010 - 4 years ago

Posted In Technology Trends

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The 140 Proof Developers Head to Chirp

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As Twitter developers, we’re excited about the very first Twitter developer conference, Chirp, which is coming up on April 14. We’re so excited, in fact, that we’re sending our entire dev team.

We’ll be attending to work on our API chops, hack away at making the 140 Proof app better, and talk to any developer who wants to monetize a Twitter app. If you want to chat during Chirp, just tweet to us at @140proof.

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April 5, 2010 - 4 years ago

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Chirp, The Twitter Developer Conference

The 140 Proof developers attended Chirp, Twitter’s first developer conference, to make new friends in the developer community and strengthen our ties with Twitter. And it was one of the coolest things we’ve done as a company.

Our favorite moments:

  • Hosting the pre-Chirp party with oneforty and other Twitter app startups
  • Throwing a Mad Men-themed party for the 140 Proof friends + family
  • Live-yammering presentations while our office-bound colleagues watched online
  • Pouring that classic San Francisco drink — Fernet — to fellow hackers at 3 am
  • Del “@delbius” Harvey’s talk about policy-making for the app ecosystem
  • John “@netik” Adams’s talk about scaling Twitter
  • Jolie O’Dell’s roller skates
  • Giving out the classic 140 Proof t-shirt to new friends

Some of the amazing announcements that came out of Chirp have already spurred the Twitter app ecosystem to get to work on new projects. 

Thanks, Twitter, for throwing a great event and bringing a ton of smart talent together.

Peep our photos and viddy the videos of the talks.

April 23, 2010 - 4 years ago

Posted In events technology

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