Twitter just published a blog post announcing a new product for advertisers called “tailored audiences”. Basically, this confirms the report by TechCrunch’s Josh Constine yesterday saying that Twitter was about to officially launch its retargeting product.
Back in June, Twitter announced that it was launching an experimental version of its retargeting program. Now the company says it’s available globally. For now, the idea is to target ads on Twitter who have also visited their websites, though Twitter writes that it could be used in other ways eventually: “We believe there are many other possibilities. Think of it as the way to define your own groups of existing and target customers, and connect with them on Twitter.”
Facebook has already had success with retargeting through its FBX program, but Twitter could be particularly compelling for advertising because it could bring retargeting to mobile. (The company blog post doesn’t specifically mention mobile, but as you can see the explanatory graphic that I’ve pasted below, that’s clearly something it has in mind.) As Josh wrote, retargeting is a challenge on mobile because of the absence of cookies, but because people often use their Twitter account to both their computer and their smartphone, the company can “tie the identity of a mobile user to what they do on the computer.”
On the privacy side, Twitter says users can choose not to participate by unchecking the “promoted content” box in their settings. The company also says it won’t receive the browser-based cookie data used for this kind of retargeting if users have enabled Do Not Track in their browsers.
We’d previously suggested that Twitter would likely work with advertisers directly for retargeting, but actually, Twitter says advertisers should work with one of a number of partners, who include Adara, AdRoll, BlueKai, Chango, DataXu, Dstillery, Lotame, Quantcast, ValueClick, and [x+1].
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