Twitter are finally launching their advertising platform this Tuesday, just one day before its first developers conference. The ad model is called “Promoted Tweets” and will be launched on Tuesday afternoon, starting with promoted tweets within Twitter Search results.

The platform’s first customers include Virgin America, Bravo and Starbucks. Advertisers will be bidding on keywords on a CPM basis initially, but later on Twitter intend to launch a “resonance score” metric that will analyze how much impact sponsored tweets have, based on favorites, retweets, views, etc.

The beginning is now with search and it is planned to expand till the end of 2010, depending on how users react to this new model.

Quoting AdAge and The New York Times, Mashable say that “the platform will allow businesses to insert themselves into the Twitter stream in order to rise above the noise”.

There is something that sounds disturbing in this commentary, because it is exactly that same “noise”, also referred to as “social conversation”, that made consumers listen to and trust on brands again and thus allowed them to create and promote communities of brand advocates.

Mashable compare Promoted Tweets to Digg Ads, but really let’s not forget why people started loving Twitter – simple way of communication, simple interface, no ads…

Crish Bruzzo, vice president of brand, content and online at Starbucks said: “When people are searching on Starbucks, what we really want to show them is that something is happening at Starbucks right now, and Promoted Tweets will give us a chance to do that” – let’s not also forget that brands used TV ads to do just that and definitely lost impact, just because consumers don’t want to be broadcasted at, consumers welcome interactive communication.

Dick Costolo, who is Twitter Chief Operating Officer shared: “We wanted to do something that just enhances the conversation that companies are already having with their customers on Twitter”.

As an idea i find this great, but i do not think that Promoted Tweets will be the best solution. Just because  at this term Promoted Tweets sounds to me more similar as a model to Google Adwords for search, which does not enhance communication, but just ads broadcasting.

Though Twitter have been after a monetization model for so long, i believe that when something works well and that much people love it, you should not try to monetize it in exchange for user-experience. …unless of course you incorporate some revenue sharing model.

I imagine two alternative options – keep this model, but add revenue sharing to it or forget the whole idea and monetize on advanced metric platform to measure reach and impact on what is currently going on with brand communication and thus let brands optimize, re-think and re-consider their social efforts.

What do you think?