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Researchers spent $5,000 buying Twitter accounts from spammers in an attempt to learn how to outwit them.
The analytics startup will help Twitter understand how its users react to particular shows and advertisements.
Branch—a startup created by two Twitter cofounders—hovers in a space between a private, lengthy e-mail thread and a public stream of tweets.
The surging social-media response to TV promises to shape future programming and advertising trends.