Twitter’s Tailored Audiences Program Gets More Targeted

New tools for brands to reach users

Marketers now have new tools with which to target Twitter users in its Tailored Audiences program, the social messaging platform announced today.

Tailored Audiences launched last year, allowing marketers to retarget ads to website visitors who also use Twitter. For instance, if a user visited, the airline could later find them on Twitter.

Now, brands can plug other data into the social network to find their customers. Brands can share client email lists with Twitter—in a secure and privacy focused way, according to the company—and deliver ads to their customers.

“Let’s say a fashion retailer wants to advertise a spring clearance sale on Twitter, and they’d prefer to show their ad to current membership cardholders,” Twitter said in a blog post today. “To get the special offer to cardholders who are on Twitter, the retailer may share with us unreadable scrambles (called hashes) of the email addresses of its card members. We can then match that information to Twitter accounts in order to show the matched users a Promoted Tweet with the sale information.”

Also, Twitter is allowing brands to target influential consumers on its platform.

“You can also create tailored audiences using lists of Twitter IDs—either usernames or user IDs,” the company said.

The idea is to compile lists of Twitter accounts—based on keywords in users’ bios and their past Tweets—to send Promoted Account messages, building an audience that could then follow the brand. The email and Twitter ID tools also could be used to exclude users in ad campaigns meant to reach new customers.

Acxiom, Datalogix, Epsilon, Liveramp, Mailchimp, Merkle and Salesforce ExactTarget are among the ad partners helping brands connect their customers to Tailored Audiences. The capability also was also added to Twitter's ads API, and available through partners there.

Twitter said users could opt out of receiving ads based on data shared by ad partners.