Twitter To Allow Advertisers To Retarget Users Based On Their Browsing History

This afternoon, Twitter announced that, for the first time, it will be granting advertisers access to users’ email addresses and browser-related information in order to better target promoted content.

Concerned about the privacy of your data? Keep reading.

Here’s what Kevin Weil, Twitter’s Senior Director of Product and Revenue, explained in a blog post announcing the news:

“How does this work? Let’s say a local florist wants to advertise a Valentine’s Day special on Twitter. They’d prefer to show their ad to flower enthusiasts who frequent their website or subscribe to their newsletter. To get the special offer to those people who are also on Twitter, the shop may share with us a scrambled, unreadable email address (a hash) or browser-related information (a browser cookie ID). We can then match that information to accounts in order to show them a Promoted Tweet with the Valentine’s Day deal.”

The idea is to deliver better, not more, ads to Twitterers.

You can completely opt out of this new targeting practice by unchecking the box next to “Promoted content” in your account settings, in which case Twitter will not match your account to information shared by its ad partners for tailoring ads.

In addition, if you have Do Not Track (DNT) enabled in your browser (click here to see how to enable it), Twitter will not collect browser-related information from you to cede to its ad partners.

It’s worth noting that Facebook does not let its users opt out of retargeted ads.

What do you think about Twitter’s new advertising retargeting? Weigh in below.

(Image via Shutterstock)