“By integrating the ad (Promoted Tweets) with the content (regular tweets) and by making sure the content of the ad isn’t too divorced from what users might typically want or expect to see in non-commercial content, Twitter is attempting to decrease tune-out, increase engagement and offer advertisers a much better return on investment for their online ad dollars.”
Digg does this, but also those ads are filtered out over time, yet I’ve seen people digg ads. Why?
The term “engagement” takes on a whole different meaning in advertising. The article hints that a clock-through is enough to count as engagement. Consider that people click on anything, so that’s an MBS use of the term.