Dive Brief: 

• Twitter has added another layer of geo-targeting for U.S. advertisers by offering zip code targeting. 
• The move was rolled out quietly with no formal announcement, but industry professionals started to take notice last week. 
• The feature will be more valuable to SMBs that want to target very specific parts of a city. 

Dive Insight: 

It's not surprising that Twitter has yet another feature to offer advertisers since it is prepping for an IPO launch very soon. What is a bit surprising is that they didn't make an announcement about this feature. Perhaps they felt that since it appealed mostly to SMBs, it wasn't worth bragging about. If that is the case, it's a mistake. Those smaller businesses collectively will be very important in keeping revenue coming in.