Ads Tool Gives #Retargeting a Makeover

RadiumOne unveils Twitter-based product

Two years after introducing a tool that targets potential Facebook fans around the Web, RadiumOne today debuts a hashtag-based system that takes aim at Twitter users.

A brand can identify consumers based on the hashtags—such as #running, #fitness, #olympics, etc.—they use on Twitter via their desktops, tablets or mobile phones. Companies can then target ads to the same consumers “within milliseconds,” according to the software firm.

“Essentially, you are going after consumer sentiment,” Gurbaksh Chahal, RadiumOne CEO, told Adweek.

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