Dive summary:

• LocalResponse uses Datasift to look at tweets back to 2009, and its competitor Gnip looks at tweets back to 2006.
• Until the last three months, companies were limited to targeting ads at a Twitter user based on tweets from recent weeks.
• Sony Pictures was the first company to use LocalResponse.

From the article:

LocalResponse’s historical intent targeting could help advertisers keep their targeting segments fresh. For example, the company could see that someone had tweeted years ago about being pregnant and derive that that person’s child is now a toddler and promote Gap Kids instead of babyGap to them. Or vice versa, Gap could set date ranges for the targetable data so that it only runs babyGap ads to anyone who tweeted about being pregnant nine months to a year ago. ...