Twitter Updates Its Tailored Audiences Ad Platform
Twitter announced some new features for advertisers, specifically in the realm of tailored audiences.
Twitter began testing tailored audiences ad retargeting back in the summer before making it globally available last month. The option enables advertisers to reach users who have shown interest in their brands or categories while they’re not actually on Twitter.
For example, if a hotel can advertise to a person on Twitter who has recently visited its website.
Now, Twitter is giving advertisers the ability to create tailored audiences based on CRM audiences and Twitter IDs. You can now create one from lists of email addresses from your CRM database or CRM database records. Likewise, you can create one from a list of Twitter IDs – either usernames or user IDs.
“Let’s say a fashion retailer wants to advertise a spring clearance sale on Twitter, and they’d prefer to show their ad to current membership cardholders,” explains Twitter product manager Kelton Lynn. “To get the special offer to cardholders who are on Twitter, the retailer may share with us unreadable scrambles (called hashes) of the email addresses of its card members. We can then match that information to Twitter accounts in order to show the matched users a Promoted Tweet with the sale information.”
“Suppose the aforementioned retailer wants to build relationships with new prospects on Twitter who are influencers in fashion,” Lynn says. “The retailer can use public information on Twitter like a user’s bio, follower count, verified status, or past Tweets — from Twitter or by using Twitter’s API or Certified Products — to identify the specific accounts on Twitter which are the most appropriate potential customers. The retailer may then use this list of Twitter ID’s to create a tailored audience through an ads partner, show those fashion influencers a Promoted Account and engage them as followers.”
In addition to letting advertisers create tailored audiences based on CRM databases or Twitter IDs, Twitter is also letting them exclude selected CRM and Twitter ID audiences.
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