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Twitter's New Targeted Advertising

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Microblogging giant, Twitter has rolled out a new form of targeted advertising, that would allow companies to deliver "promoted tweets" to customers who show interest in the brand through web browsing.

For instance, if a hotel brand wants to display a promotional ad on Twitter, they would prefer to show it to travel enthusiasts who have already visited their website. To give the special offers to people who are on Twitter, the brand needs to share their browser-related information, or browser cookie ID, with Twitter, via an ads partner. This information will be used to match with the Twitter accounts, so that the users, with whom the travel deal would aptly match with, will be sent a Promoted Tweet.

Advertisers will only receive reports as to how many users saw or clicked on their ads, and not users' identities. However, Twitter says: "The end result is a highly relevant and useful message for the user."

The social networking site has made it easier for the marketers to begin with tailored audiences, by partnering with leading technology companies that can help one to create and transfer audience to Twitter. Ads partners for the product are Adara, AdRoll, BlueKai, Chango, DataXu, Dstillery, Lotame, Quantcast, ValueClick, and [x+1]. Marketers can work with any of these approved partners, as they have completed all of the technical integrations with the social media site.

With regard to the privacy concerns, Twitter users can easily un-check the box next to "Promoted content" in their privacy settings, so that Twitter will not match their account to information shared by its ads partners for specified ads. Twitter also supports Do Not Track or DNT, that disables browser-related information from the ads partners for tailoring ads.

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