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

Study: Social media users shy away from opinions

Aug 26, 2014

People on Facebook and Twitter say they are less likely to share their opinions on hot-button issues, even when they are offline, according to a surprising new survey by the Pew Research Center.

US warns shops to watch for customer data hacking

Aug 23, 2014

The US Department of Homeland Security on Friday warned businesses to watch for hackers targeting customer data with malicious computer code like that used against retail giant Target.

Fitbit to Schumer: We don't sell personal data

Aug 22, 2014

The maker of a popular line of wearable fitness-tracking devices says it has never sold personal data to advertisers, contrary to concerns raised by U.S. Sen. Charles Schumer.

Should you be worried about paid editors on Wikipedia?

Aug 22, 2014

Whether you trust it or ignore it, Wikipedia is one of the most popular websites in the world and accessed by millions of people every day. So would you trust it any more (or even less) if you knew people ...

Philippines makes arrests in online extortion ring

Aug 22, 2014

Philippine police have arrested eight suspected members of an online syndicate accused of blackmailing more than 1,000 Hong Kong and Singapore residents after luring them into exposing themselves in front of webcam, an official ...

User comments : 0