Twitter is expanding its advertising products with retargeting capabilities for marketers to better reach audiences on mobile devices, the company announced today. It’s the next leap for the newly public company's still-nascent advertising business.
Twitter will try to leverage its unique position as a highly trafficked network on both the mobile and desktop-based Web. The company counts more than 200 million active users, and about 75 percent of those users access the network from mobile devices. That’s a lot of data across devices—data coveted by advertisers and ad tech companies.
Now, Twitter will allow marketers to reach consumers on its platform who have shown interest in their brands. Twitter is calling this service, which has already been in beta testing mode for months, Tailored Audiences.
Retargeting allows brands to serve Promoted Tweets to users after they visit a company’s website. For instance, if someone goes to a retailer's website, then that retailer would be able to reach that user on Twitter. Advertisers will be able to target users on Twitter’s mobile apps using the same method.
It’s important for marketers to be able to reach mobile users, because they have less visibility into consumer habits on smartphones and tablets than they do on desktops. Twitter will allow the brands and ad tech firms to sync the cookie-based data they collect on desktops with its data to more accurately target consumers.
The first ad partners include Adara, AdRoll, BlueKai, Chango, DataXu, Dstillery, Lotame, Quantcast, ValueClick, and [x+1].
Twitter said users could opt out of such custom marketing by just unchecking the “promoted content” option in their settings.
Companies like Twitter, Facebook, Google are all developing unique identifier technology to track users as they move from screen to screen. The dynamic is upending the ad tech world, putting the platforms with the most users in the data driver’s seat.