Twitter launched "Promoted Accounts," that gives added value to Twitter users. Promoted Accounts will show up in the "Who to follow" section of Twitter home page, and is fully algorithmic in deciding when and which promoted accounts to display. "We're launching Promoted Accounts as part of "Suggestions for You", which suggests accounts that people don't currently follow and may find interesting.
When an advertiser promotes an account, Twitter's algorithm looks at that account's followers and determines other accounts that those users tend to follow. If a user follows some of those accounts, but not the advertiser's account, then Twitter may recommend the advertiser's Promoted Account to that user. For e.g., a lot of people who follow several gaming-related accounts also follow @xbox. If someone follows gaming-related accounts, but not @xbox, Twitter may recommend @xbox to that person," explained Twitter.
In related news, Twitter says that its other two ad products -- Promoted Tweets and Promoted Trends -- are now being syndicated to "a select number of partners." HootSuite is the first partner to highlight Promoted Tweets and Promoted Trends, and others will follow, Twitter says.