Twitter’s Tailored Audiences Program Gets More Targeted
Marketers now have new tools with which to target Twitter users in its Tailored Audiences program, the social messaging platform announced today.
Tailored Audiences launched last year, allowing marketers to retarget ads to website visitors who also use Twitter. For instance, if a user visited delta.com, the airline could later find them on Twitter.
Now, brands can plug other data into the social network to find their customers. Brands can share client email lists with Twitter—in a secure and privacy focused way, according to the company—and deliver ads to their customers.
….. The idea is to compile lists of Twitter accounts—based on keywords in users’ bios and their past Tweets—to send Promoted Account messages, building an audience that could then follow the brand. The email and Twitter ID tools also could be used to exclude users in ad campaigns meant to reach new customers.
Acxiom, Datalogix, Epsilon, Liveramp, Mailchimp, Merkle and Salesforce ExactTarget are among the ad partners helping brands connect their customers to Tailored Audiences. The capability also was also added to Twitter’s ads API, and available through partners there.
See full Adweek Story here: Twitter’s Tailored Audiences Program Gets More Targeted: New tools for brands to reach users
Author: Garett Sloane
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