How Twitter Stepped Up Its Ad Game

Mobile retargeting helps company shake its 'insular' reputation

With Tailored Audiences, Twitter has signaled to the rest of the ad world that it truly is open for business. The new ad offering enables brands to retarget users based on their desktop Web-surfing habits on Twitter’s mobile app via Sponsored Tweets.

To introduce the capability, Twitter is working with several data and ad tech firms experienced in retargeting; in some cases, these were the first major partnerships for Twitter in this realm.

For example, AdRoll, with close ties to Google and Facebook, is now working with Twitter to introduce its clients—among them, Salesforce, New Relic, Alex and Ani—to retargeting on the micromessaging platform.

“There are few good ways to reach people on mobile right now, and this might be the best way to do it,” said Adam Berke, AdRoll’s president.



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