Twitter pushes deeper into targeted advertising

Dec 05, 2013
The Twitter logo displayed at the entrance of Twitter headquarters in San Francisco, California on March 11, 2011.

Twitter on Thursday launched a new form of targeted advertising, allowing companies to deliver "promoted tweets" to customers who show interest in the brand through Web browsing.

The new service called "tailored audiences," is now available globally, as "a new way for advertisers to define your own groups of existing and potential customers, and connect with them on Twitter with relevant messages," the company said.

Twitter, which previewed the service in July, will be able to match advertisers and customers who have visited that company's website, without necessarily clicking on a Twitter link.

"With tailored audiences you can reach users on Twitter who have shown interest in your brand or your category even away from Twitter," product manager Abhishek Shrivastava said in a blog post.

"Let's say a hotel brand wants to advertise a promotion on Twitter and they'd prefer to show their ad to travel enthusiasts who have recently visited their website. To get the special offer to those people who are also on Twitter, the hotel brand may share with us browser-related information (browser cookie ID) through an ads partner. We can then match that information to Twitter accounts."

He said this will result in "a highly relevant and useful message for the user," and will continue to allow advertisers to know how many users saw or clicked on an ad, without identifying the individuals.

Twitter noted that these types of ads would be blocked for users who opt to use "do not track" settings on their browsers which block the delivery of the text files known as cookies.

Shrivastava said Twitter has seen "impressive results from those advertisers in our beta tests from partners including Delta Air Lines.

"We're excited about the possibilities that tailored audiences will open up for marketers with direct response objectives," he added.

Twitter raised some $1.8 billion in its inital public offering last month, despite doubts about its ability to generate profits after years of losses. This program is among several aimed at monetizing the popular messaging platform with more than 200 million users.

Twitter separately announced the appointment of its first woman board member in a gender breakthrough at the globally popular one-to-many messaging service.

London publishing executive Marjorie Scardino has been named as the eighth board member of the San Francisco-based company.

"Thank you," 66-year-old Scardino said in a message fired off at her @marjscar Twitter account. "There couldn't be a more exciting time in Twitter's history to join."

Explore further: Twitter names Marjorie Scardino to board

add to favorites email to friend print save as pdf

Related Stories

Twitter lets advertisers better target tweets

Jul 19, 2012

Twitter on Thursday began letting businesses more easily turn tweets into advertising that targets users of the globally popular one-to-many text messaging service.

Twitter tunes ad targeting system

Jul 03, 2013

Twitter on Wednesday said it will begin letting businesses target marketing messages to people who have shown interests in what they have to offer.

Recommended for you

LinkedIn membership hits 300 million

Apr 18, 2014

The career-focused social network LinkedIn announced Friday it has 300 million members, with more than half the total outside the United States.

Researchers uncover likely creator of Bitcoin

Apr 18, 2014

The primary author of the celebrated Bitcoin paper, and therefore probable creator of Bitcoin, is most likely Nick Szabo, a blogger and former George Washington University law professor, according to students ...

White House updating online privacy policy

Apr 18, 2014

A new Obama administration privacy policy out Friday explains how the government will gather the user data of online visitors to WhiteHouse.gov, mobile apps and social media sites. It also clarifies that ...

User comments : 0

More news stories

Growing app industry has developers racing to keep up

Smartphone application developers say they are challenged by the glut of apps as well as the need to update their software to keep up with evolving phone technology, making creative pricing strategies essential to finding ...

Easter morning delivery for space station

Space station astronauts got a special Easter treat: a cargo ship full of supplies. The shipment arrived Sunday morning via the SpaceX company's Dragon cargo capsule.