Twitter partners with AmEx to tackle local ad market

Twitter has announced a new partnership with American Express to allow small businesses to advertise on the popular social network. The program is due to launch in late March for American Express cardholders and merchants.

Until now, advertisers have had to work with Twitter’s team. This has limited the number of advertisers Twitter could successfully scale to.

If done right, this partnership represents a significant threat to recommendations site Yelp, which is on its road to IPO. As I wrote earlier, Yelp charges some merchants a $600 CPM for advertising that is often lacking in any relevance to the business.

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