Edelman Digital: Bill Gross, CEO, TweetUp, Idealab

Last week in LA I had a chance to visit Idealab, an incubator that pioneered pay-per-click advertising a decade ago. The purpose of my visit was to meet CEO Bill Gross and his team and to learn more about TweetUp, an innovative new service that, I believe, has a great shot of creating a demand-driven ad network around Twitter.

(Idealab, not TweetUp specifically, is an Edelman client.)

Unlike Twitter’s own ad platform, TweetUp will surface not only tweets but tweeters. What’s more, they will be integrated as widgets/columns in key ecosystem apps like TweetDeck and contextually via large sites like Business Insider.

To me, TweetUp’s greatest appeal lies in that it’s a mix of paid, earned and social. In order to receive the best position for your tweets, the TweetUp system needs to perceive that you are an expert in the topic/keywords you are bidding for.
Edelman Digital by Steve Rubel