You Probably Forgot That Old Tweet—but Advertisers Haven't

LocalResponse presses rewind on social ad targeting

Social advertisers are like goldfish, not elephants. Because social data is largely real time, it forces marketers to rely on their short-term memory. That’s fine for serving a Taco Bell banner to someone who just tweeted that they’re hungry, but valuable social signals aren’t only those communicated right now.

For example, when Target rolls out its Black Friday ads, the retailer may want to target consumers who tweeted about visiting Walmart on Black Friday last year. Social ad firm LocalResponse is making that possible.

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