I came up with the phrase “data mercenary” to describe in a fun way what Factual aims to be. If you’re developing an application or a Web service, and you need lots of data, you’re faced with several big problems up front. Where is that data going to come from? How up to date is it? How will you keep it fresh? These are questions that Factual aims to answer, both by supplying the data and helping ensure that it’s maintained. They’re big, complicated questions, and if you were going to ask someone to try and wrestle with them it would be Elbaz. He sold his first company, Applied Semantics, to Google, which went on to turn it into AdSense. Earlier this week I caught up with Elbaz in advance of his Web 2.0 talk.

NewEnterprise: So it’s been a few months since your funding announcement. How have things been going at Factual since then?

Elbaz: They’ve been going really well. We moved into a larger office. We’ve been bringing in lots of good people every other week, and we’ve accelerated the adoption with lots of leads. The places data is really taking off. We decided on a vertical approach to marketing and improving our data, so local is where we’re putting a lot of our resources. We are dabbling in other verticals and when we feel comfortable we’ll invest heavily in other areas. We just haven’t figured out which ones yet. We did recently launch a database of US physicians, which was a pretty significant effort. That’s an example of seeding the environment and starting conversations around a second vertical.

So everyone is talking a lot about “big data” and your talk at the Web 2.0 Expo is about data “haves” and “have-nots.” What do you mean by that?

The focus is to talk not just about big data as in a set of tool you need to process that data, but how do you get access to that data in the first place. The brand new startup in many cases doesn’t have any access to data, so that’s a big challenge, versus someone like LinkedIn, which has a huge batch of data to work from. But then I think every company really needs to act like they need access to much more data. Because no matter who you are there’s a lot of information you can’t access. The question is how does the ecosystem grease the wheels of efficiency of information movement, so that everyone can build much better information services. It’s still fairly stuck in my opinion in terms of easily getting information into your app.

So what do you suggest is a solution?

I break it down into many problems. There are six or seven categories of problems, and there’s many solutions for each one. One is findability, that is finding the information you need to access. The Web was built to make information findable by humans, it doesn’t necessarily mean its easy to find data you want to download. It may be government data, or data you want to license from someone. Or it could be an API. There are no big catalogs of structured data, though there’s been some progress from places like Infochimps and Microsoft Data Marketplace, though its just starting to happen. Another key issue is if you know a resource that’s available, is it easy to integrate. Many legacy data companies don’t have APIs. A lot of government data you have to request on tape and have it shipped to you. But with the advent of faster and cheaper networks, that’s improving. But it’s a chicken and egg. People have to push for these things or they don’t get fixed.

That’s two problems. Do you think people are figuring out that if they have data they need to make it useful by providing some kind of API support?

I think so. A typical Web site is much more likely to use several data sources than it would have several years ago. But I think the average will become greater and greater each year. Really there’s no limit to how many information services you want to access and integrate. That leads to my third issue which is standards and semantics. A big reason why developers will usually choose only a few sources to integrate is that they tend to be difficult to merge, unlike APIs, because of the lack of common languages for integrating. So if you have several feeds of business information, there’s no universal public identifier for businesses. You’d have to do a lot of work to integrate that information. At Factual we’re trying to popularize our own unique business identifier that we’re happy to distribute and hope that people use. We’re also trying to publish other people’s identifier, like Foursquare’s. In some way we really don’t care which one people use as long as a standard emerges.

That’s three problems. What’s number four?

Another one is the economics of data sharing. While in some cases the data that is moving around can be made free by a government or by an e-commerce site that has a big motivation for sharing it, there are many cases where there aren’t any fully fleshed-out models of sharing data, because a lot of companies are worried that if they share their data they’re not going to get paid for it, and they put effort into collecting it. The data marketplaces I mentioned before are a start. There are sites like Mashery that help you monetize your APIs. At Factual we’re trying to build a new model where companies share data with us and we share it back with the community free for most developers, that is our API stays free. We charge for high usage rates via service level agreements, but for most developers it ends up not being an issue.

So someone like say Starbucks might share data about store locations, and this one closed and this one just opened, and this one was just renovated etc. They could share that data with you?

When I usually talk about a larger company, I’m usually thinking an app developer who going to be doing millions of data lookups a day. But in terms of integrating Starbucks’ own data on their own site, it’s probably more accurate than data from anyone else. Which brings me to a fifth issue, which is how do you test data and decide which data you can trust. It’s easy to decide based on the brand, whether its the United Nations or Starbucks. But it’s hard to scale it out and be automated. We have some of our own internal tools. But it’s not something people tend to ignore. People assume that if they’re paying for data it’s probably good.

By my count that’s something like five problems you’ve identified, which means we’re somewhere near the bottom of your list.

I’ve covered most of them. Another is ownership and rights. If you’re a search engine and you access data on the Web, it doesn’t scale well to understand the terms and conditions of publishing data because a computer can’t read terms and conditions agreements. If you’re a search engine the fine print can probably be ignored. That’s maybe not surprising, but it is interesting that ignoring them has become the norm because it’s simply impossible for a computer to consider them. Creative Commons created six different designations for how you can use content from a given site, say for commercial use or for non-commercial use with attribution. Flickr is an example of a service that’s put Creative Commons tags to use. But I’d love to see more automation happen around this. But there’s fewer standards when someone doesn’t want to give their information away for free, and how they get paid when someone re-uses it. I’d love to see more automation around that. And there’s a little of that happening around APIs. But the state of the art today is a lot of phone calls and business development. And that’s fine, but if we’re really going to scale the integration of Web-wide information into information services, there’s going to have to be a better way.

At least one researcher thinks so. Arthur O’Connor, a doctoral student at Pace University in New York, is testing whether social-media popularity–as measured by Facebook “likes,” Twitter followers and YouTube views–is correlated with stock prices.

In a pilot study, Mr. O’Connor found a “statistically significant” correlation, although he tested only three brands–Starbucks Corp., Nike Inc. and Coca-Cola Co.–over a 10-month period. The more social-media fans a brand had, the better its stock was likely to do, even accounting for general market conditions.

The finding held true even though the three companies studied had very different returns. During the test, Starbucks stock increased 29 percent, Nike grew 14 percent and Coke fell by nearly 6 percent.

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It was a complaint that Sunny Gupta heard often around the time that the company he was working for, Opsware, was being acquired by Hewlett-Packard. “CIOs kept pulling me aside and telling me their jobs were changing,” he said. “A job that used to be about managing technology was quickly becoming one of managing costs.”

It was a rare opportunity to launch a service that numerous big companies were clamoring for. His response is Apptio, a cloud-based service that tracks IT costs and other metrics for CIOs who are constantly under pressure to justify their budgets to CEOs. Backed by $41 million in venture capital funding from Greylock Partners, Madrona Venture Group, Shasta Ventures and Andreessen Horowitz–the venture firm run buy Gupta’s former Opsware colleagues Marc Andreessen and Ben Horowitz. It’s growing like crazy, and customers include Cisco Systems, Starbucks, Facebook and J.P. Morgan Chase. Cisco liked it so much it joined with the venture firms in a $16.5 $20 million Series C round of funding that closed last November, and it also resells Apptio to its customers.

I caught up with Gupta by phone while he was on a trip to London to talk about Apptio’s business and how it’s shaping up.

NewEnterprise: Sunny, let’s start at the top. What does Apptio do?

Sunny Gupta: IT has a lot of raw materials like labor, hardware and software. A lot of these things are tracked at the company level. But the CIO’s job is managing the IT products. We aim to help the CIO really understand the cost structure of all their IT assets. We do this by producing what we call a Bill of IT. It captures the supply and demand of IT resources to the business. It helps the CIO show what the levels of demand and spending really are. We also help them with planning and budgeting and forecasting. And then we help them make cost-reduction decisions and benchmark their performance against other companies in their industry.

How many customers do you have?

We have about 60 customers, and we are managing more than $50 billion in IT spending.

So every company does a return-on-investment analysis on its IT spending. This sounds like it’s a lot more detailed than that.

You can think about it as a detailed ROI, but the way our customers think about it is as an ongoing management system that tracks the fully loaded cost structure of the products and services they provide to their businesses on a month-to-month basis. It tracks costs, but also utilization, so you can see how the resources are being used, and whether or not it makes sense to, say, consolidate a data center.

You said Facebook is a customer. Can you tell me a little about how it’s used there?

The CIO there uses Apptio to track monthly telecom expenses, and to help understand costs and to make decisions around getting the most out of what they spend.

A lot of companies are struggling with decisions about moving their IT to the cloud or keeping it on-premise, or some mix of the two. How does Apptio fit in a situation like that?

We’re seeing a lot of hybrids. At the large companies, the biggest portion of their costs are still in-house. Without naming names, some of our largest customers have 50,000 or 100,000 servers. These are systems that have been in use for a long time and they’re critical to the business. But we also see large enterprises adopting external cloud services. It may be Amazon Web Services or something from Rackspace, or they may be using a software-as-service like Salesforce.com. The trick is to get a handle on what the costs are and if you think it might be time to move something to an external provider so you can make an objective decision.

A lot of the time a CIO has to decide between something that’s really good and really expensive or something that’s good enough and less expensive. Can you help in cases like that?

That’s one of our prime use cases. If you talk to Rebecca Jacoby, the CIO at Cisco, she says she’s stopped asking “Why not IT?” and started asking “Why IT?” If what you have is good enough based on the cost structure and utilization, you get the granular visibility into all those metrics so you can make decisions. For example, it may be that you don’t need as much storage as you think you do, and so the best move isn’t to switch to the cloud but to stop paying for some of the storage that you’re not using. For the first time, executives are able to make business decisions around technology based on true business metrics. We find on average that customers are able to save 5 to 6 percent of their spend, and over 12 to 18 months they can reduce it by 10 to 15 percent.

What’s involved? If it’s a cloud based service, I presume there’s nothing to install at the customer site.

It’s fully cloud-based, so there’s nothing to install. It takes the financial data from enterprise resource planning software, like SAP or Oracle, and it also takes IT operational data, support tickets and other data. It combines them with the financial data. Once you have all that data you can start working on what-if scenarios and make decisions about what to do–or not do–next. If you want to control or reduce costs, having that detailed visibility is the first step.

Yesterday Facebook unveiled a plan to let brands turn Facebook users’ online activities into ads. If anyone is complaining, it’s news to me.

Easy enough to see why: There are some very big differences between Facebook’s ill-fated Beacon and Sponsored Stories, the site’s new ad unit.

For starters, Facebook unveiled yesterday’s news in the trade press, not in a high-profile, Apple-aping event. More important is that while the new ads can tell your friends what you’re doing outside of Facebook, they’re mainly focused, for now, on what you do on the site.

Most important: The ads are replicas of the updates your friends are already seeing in their Facebook newsfeeds. So while Starbucks doesn’t pay a cent when this shows up on on the center of your friends’ pages:

It can now pay up and place this on the right side of your pals’ pages, too.

Users can’t opt out of the ads, which seems like a red flag given Facebook’s history. But if a brand wants to shell out money to tell your friends something you’ve already told your friends, who cares? No one, apparently.

Still, recall what Zuckerberg was saying less than four years ago, when he was going to “build a new kind of ad system” based on “social actions” and “information that is shared between friends.” At the time, that sounded wildly ambitious, and maybe a bit creepy.

And look what Sponsored Stories does now. Marketers can purchase ads that tell your Facebook friends when you’ve “liked” something of theirs. Or posted on one of their Facebook pages. Or checked-in to one of their outposts or played with one of their apps.

And they can do it when you’re not on Facebook, too, via “likes” you make on sites that have tied up with the social network.

This is what Zuckerberg was talking about in 2007, right? He just needed time to get there. So did his users.

Remember that when Facebook rolled out Beacon, the site was a big deal, but not the biggest: A mere 50 million users, not 600 million. Many of those people were still trying to get a handle on how the site worked, and what they ought to do with it.

And recall that the newsfeed itself–more or less the core of today’s service–was still a relatively new idea too, introduced just a year earlier. (Another controversy, and another Zuckerberg apology.)

Now, I think, just about everyone who uses Facebook knows, more or less, what they’ve signed on for: A place that wants you to share as much of yourself, with as many people, as you can.

Letting advertisers help you share that much more? No big deal. This is isn’t 2007, you know.

BoomTown arrived late to the Facebook mobile event for the press due to traffic related to the parade today for the San Francisco Giants’ World Series victory–and where I would much rather be right now.

Go Giants!

10:53 am PT: In any case, I am here in the cafeteria of Facebook again, where the company continues its attempts to take over the known digital universe before Google does.

Currently, the social networking giant notes “200 million people around the world are now actively using Facebook from a phone, more than triple the number just one year ago.”

Thus, some new tries of a lot of stuff, such as single sign-on.

Meaning you sign on a Facebook and it signs you on all over the Web (or at least at those in partnership with the company).

Such as at Groupon and Zynga.

This single sign-on stuff has been tried by many before, a kind of Holy Grail of the Web, and where everyone has failed.

But it also the proverbial camel’s nose poking in your digital tent.

As in, the whole Facebook body is surely coming in next.

Facebook’s exec in charge of all this, Eric Tseng, talks about a virtuous circle of single sign-on, happy users and happy developers, sounding as if this is the single biggest problem facing humanity.

A password crisis! Silicon Valley to the rescue!

Perhaps the only issue the now damaged administration of President Barack Obama could actually get some legislation passed on now.

“My fellow Americans, we have too long be stuck in a miasma of forgetting which name of our dog we used for our password plus the number one…”

How much do I want to be at Giants parade right now? Much!

11:02 am: Next, we move onto more ability to show your location to friends on Facebook better and make sense of it by opening location APIs.

More heavy pontificating about what a disaster it is that we cannot properly see where our friends are on Facebook in the real world.

Of course, this leaves out the pertinent point that my “friends” on Facebook are exactly those I do not want to run into at the Starbucks on El Camino Real in Palo Alto, Calif.

Loopt Founder Sam Altman comes up to show off the integration with Facebook Places, where this problem is solved anyway.

“We believe data wants to be unified,” says Altman.

Certainly if you are the Borg, you want it to be unified. Me, not so much.

11:11 am: Now comes the attempted Groupon-killer from Facebook, which is creatively called “Deals.”

This is essentially allowing Facebook Places to locate a person and then merchants to offer deals when a user is nearby via a platform offered by Facebook.

You can do individual deals, such as getting a beer at a bar when you check in. Then, there is a loyalty deal on the phone, taking the place of that dog-eared card you always lose.

And there is the “friend deal.” This is not friends with benefits, sadly.

It means if you check in and bring a lot of folks, one eats free–which sounds just a little naughty.

Also, there is one deal type related to charity.

For the Gap, for example, you get a free jeans if you are among the first 10,000 to check in at a Gap store. There are 500 million Facebook users, so you do the math.

Essentially, it is about getting stuff if you check in, including experiences.

So, just like little white mice in Facebook’s lab, we push the button, we get the cheese. Sigh.

But I wonder if I check in right now, I can be transported to the Giants parade via a time machine. Now that might be something worth handing over my privacy to Facebook.

“The big takeaway for today is that there is obviously a lot of change in the social space,” says Facebook CEO and Co-founder Mark Zuckerberg. “You can rethink any product area and make it be social.”

Indeed, you can. And Facebook obviously is going to be plowing on through a lot of them in order to solidify its stranglehold on the consumer.

11:23 am: Q&A!

The first question is on privacy and third-party developers giving up your location.

Yes, that!

Zuckerberg makes assurances that the current privacy steps now in place are working just fine and also users need to consent.

“The place information about people is not public,” he says.

There is question from Ben Parr of Mashable, about whether there is an iPad app for Facebook coming.

“It’s not mobile…it is a computer,” declares Zuckerberg, dismissing the very good question.

“I think Apple would disagree with you,” countered Parr, correctly.

“Well, sorry,” said Zuckerberg with more than a little bit of snark.

For a second, he sounds just like the guy from the Facebook movie.

But Zuckerberg quickly declares his love of Apple products and apologizes, although he should not have as it was a funny exchange.

A question about single sign-on. Zuckerberg notes that it has been tried, but the experience was bad.

“What we think is going to happen now is that it is so easy when it works, it is a whole different experience,” he said, comparing it to the way YouTube made video uploading on the Web easier.

Zuckerberg’s goal is that all apps become social, which is also a virtuous circle for Facebook, of course.

A question about the deals offer. It seems for Zuckerberg that Facebook is not getting a cut from retailers right now, as Groupon does.

Ruh-roh, Andrew Mason!

Zuckerberg then notes that the Places offering is going well, without giving a lot of specifics.

At the end, PR maven Brandee Barker wraps it up by saying what I have been thinking this entire time:

“Go Giants!”

With All Things Digital Global HQ located in the heart of the Castro in San Francisco, BoomTown tries hard not to judge–even that dude who likes to come into the Starbucks (SBUX) naked.

But I made an exception to be a judge for an innovative civic geek contest that New York City is doing for the second year called BigApps 2.0.

Get it? Big Apple…BigApps!

In any case, Mayor Michael Bloomberg is opening up a whole mess of government information–350 data sets from more than 40 agencies–and letting software developers have at it.

According to NYC:

“The City continues to open more data on the www.NYC.gov Data Mine as part of transparency initiative. The Data Mine was established for last year’s competition and, as part of the City’s efforts to promote transparency across agencies, all data will remain available for public use after the conclusion of the competition. Additional datasets will be made available throughout the year.”

Some of the new juicy data includes: CompStat data, buildings complaints and real-time traffic numbers.

The winners for the best apps created to help New York City citizens will get cash prizes totaling $20,000.

Last year, there were 84 apps, including a winner from Big Apple Ed, a guide to schools there.

The new winners will be announced in March of 2011, after fellow judges of mine–including Union Square Ventures’ Fred Wilson, Hunch CEO Chris Dixon and Betaworks CEO John Borthwick–decide who is the best.

And how much do you want to bet there will be a bed-bug app submitted this year?

Here’s the official press release from NYC:

MAYOR BLOOMBERG Launches NYC BIGAPPS 2.0 COMPETITION

More than 350 Datasets Provided by More than 40 City Agencies and Commissions, Doubling Last Year’s Availability

Competition Builds on Citywide Efforts to Increase Government Transparency and Provide Greater Public Access to City Data

Mayor Michael R. Bloomberg, Deputy Mayor for Economic Development Robert K. Steel and Deputy Mayor for Operations Stephen Goldsmith today launched NYC BigApps 2.0, the second annual contest for software developers and members of the public to create web or mobile applications using City data. Building upon the success of the inaugural NYC BigApps Competition launched in October 2009, the City has roughly doubled the number of datasets available, bringing the total to more than 350. These datasets provide developers and programmers with additional material, including public safety data, buildings complaints, and real-time traffic numbers from which to create new digital applications. Last year’s winning applications are today helping New Yorkers find mass transit routes, review public school information and gather an array of information based on their current location. This year’s winning applications will receive cash prizes totaling $20,000. Deputy Mayor Steel will detail the program this evening at NY Tech Meetup, a monthly meeting of tech entrepreneurs where companies and developers demonstrate new technologies. Deputy Mayor Steel will be joined at the announcement by New York City Economic Development Corporation President Seth W. Pinsky, Department of Information Technology and Telecommunications Commissioner Carole Post and Mayor’s Office of Media and Entertainment Commissioner Katherine Oliver.

“NYC BigApps combines two of our Administration’s important priorities: making civic information more readily available to New Yorkers and promoting innovation and entrepreneurship in New York City,” said Mayor Bloomberg. “The inaugural NYC BigApps competition yielded an array of creative uses for City data, and–with nearly twice as much data formatted for application use this year–there are even more possibilities with version 2.0.”

“The most important thing that the public sector can do to help create jobs through technology innovation is to provide our talented entrepreneurs with the tools to create new products,” said Deputy Mayor Steel. “The BigApps competition does this by providing open access to City Data. Through the competition, we encourage the development of applications that can then be commercialized, spurring job growth and economic development in New York City.”

“NYC BigApps is redefining the relationship between City agencies and enterprising citizens, all while delivering value to the public,” said Deputy Mayor Goldsmith. “Last year, NYC BigApps contestants came up with innovative applications that would have never been created in the normal course of business. There is more data available for use in this year’s competition, so the potential for new and innovative tools that can benefit New Yorkers is even greater.”

“Last year’s Big Apps competition was an enormously successful way to achieve multiple goals: supporting the City’s important technology sector, giving entrepreneurs opportunities to create new products, and increasing the accessibility and transparency of City government,” said New York City Economic Development Corporation President Pinsky. “This year’s expanded contest promises to promote even more innovation and creative thinking among the vibrant and growing tech community in New York. We look forward to seeing the results of their efforts.”

“NYC BigApps, and the DataMine site that supports it, sits at the heart of the City’s open data efforts,” said Department of Information Technology and Telecommunications Commissioner Post. “This effort complements the many other ways we’ve worked to bring technology to life for New Yorkers, including 311 Online and the 311 iPhone app. Beyond today’s competition, we’ll continue enhancing the functionality of DataMine and expanding the amount of data available there for use across the City and around the globe.”

“At the Mayor’s Office of Media and Entertainment, we’re exploring new ways to share information about City resources and services across multiple platforms,” said Commissioner Oliver. “Already we’ve reached new audiences through QR codes on the Staten Island Ferry and on the sides of sanitation trucks, and we’re making the content of our online Video On Demand player available on various mobile devices. The NYC BigApps Competition is the perfect opportunity to further communication between the government and the public.”

The NYC BigApps Competition is open to individuals, and companies and non-profit organizations with fewer than 50 employees. More than 160 datasets have been added to the 190 compiled for the inaugural competition. New York City Economic Development Corporation and the Department of Information Technology and Telecommunications coordinated with over 40 City agencies and commissions to provide the datasets, with 15 new City agencies, including the Department of Environmental Protection, the School Construction Authority and the Campaign Finance Board, participating in Data Mine for the first time. New data on public safety, the City budget, complaints to the Department of Buildings, and real-time traffic information will all be available for download today at www.nyc.gov/data .

The Data Mine was established for last year’s competition and, as part of the City’s efforts to promote transparency across agencies, all data will remain available for public use after the conclusion of the competition. Additional datasets will be made available throughout the year. Information and updates on the NYC BigApps competition, as well as official rules, can be accessed at the competition website: www.NYCBigApps.com .

Fourteen winners will be chosen in total, including two new prizes–best application created by a high school, college or full-time graduate school student; and a Large Organization Recognition Award for organizations with 50 or more employees, which will not eligible for a cash prize. A panel of judges from the technology and venture capital community will select winners for Best Overall Application (Grand Prize, Second Prize, Third Prize and five honorable mentions), Investor’s Choice Application, City Talent Award, Student Award, and the Large Organization Recognition Award. Two Popular Choice Application awards will be determined by public voting. Judging criteria will include the benefit to residents, visitors and City government; the quality and implementation of the idea; and potential commercial value.

All submissions are due on January 12, 2011. The Popular Choice Application winners will be selected by public vote through www.NYCBigApps.com between January 26 and February 26. Winners will be selected and announced at an awards ceremony to be held in March.

Last year’s winners included: WayFinder NYC–an application that allows users to find the nearest and best directions to New York City subway and New Jersey PATH stations; Taxihack–an application that allows users to post live comments on New York City taxis and their drivers via email (alert@taxihack.com) or Twitter (@taxihack); Big Apple Ed–an education application that provide residents with an easy-to-use guide to schools in the City, including school searches, top ten lists , analyses , comparison charts , and detailed school profiles ; and NYC Way–an iPhone application that bundles more than 30 New York City resources and provides information sorted by the user’s current location. The developer of NYC Way, MyCityWay, received the first investment by the NYC Entrepreneurial Fund, a $22 million seed and early-stage investment fund established by the City and managed by FirstMark Capital.

The judging panel is comprised of: Dawn Barber, Founder, Tech Meetup; John Borthwick, CEO, Betaworks; Chris Dixon, CEO & Co-founder, Hunch; Esther Dyson, Chairman, Edventure; Stuart Ellman, Co-Founder & General Partner, RRE Ventures; Lawrence Lenihan, Founder, CEO and Managing Director, FirstMark Capital; Danny Schultz, Co-founder & Managing Director, Draper Fisher Jurvetson Gotham Ventures; Naveen Selvadurai, Co-founder, Foursquare; Kara Swisher, Co-Executive Editor, AllThingsD.com; and Union Square Ventures Partner Fred Wilson.

“We are thrilled to be powering the second NYC BigApps competition, with significantly more data made available for software developers and the general public,” said ChallengePost Founder and CEO Brandon Kessler. “We were wowed by the creativity of the apps in the first competition, and we look forward to giving new entrants the great exposure they deserve.”

“New York is home to some of the world’s best developers,” said Foursquare Co-founder Naveen Selvadurai. “It is great to see the City rewarding this talent and taking advantage of it to increase transparency and make the wealth of information on NYC.gov more easily accessible.”

The popularity of Twitter has fueled expectations that marketers could use the service to target relevant ads to consumers interested in real-time information about breaking events and other topics. Since launching its much-anticipated advertising products in April, Twitter has signed on more than 30 big-name brands, including Coca-Cola Co. (KO), Virgin America and Starbucks Corp. (SBUX), to test them.

Some marketers say that early results are promising but that advertising on Twitter remains an experiment. Other marketers, including PepsiCo Inc.’s (PEP) beverage brands and Best Buy Co. (BBY), who tested out Twitter’s new advertising products—some without cost—haven’t made new ad buys. Marketers say they definitely aren’t ruling out advertising on Twitter in the future, but that it’s still early days and they are figuring out what works.

“The jury is out” on whether Twitter can become a home for brand advertisers, said David Cohen, an executive vice president at Universal McCann, a media-buying agency owned by Interpublic Group of Cos.

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