Twitter Is Making It Easier for Big Brands to Target Smaller Groups

New tools allow segmenting and monitoring

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Twitter is adding sublayers to ad campaigns, making it easier for larger brands to better target and monitor advertising on the social media platform.

The company updated its ads editor to include an Ad Groups function that lets marketers reach smaller segments within a larger group with more detailed targeting criteria and target-specific creative. Before today's launch, Ad Groups was only available through Twitter's API, but in a blog post today, Twitter product marketing manager Andrea Hoffman wrote that the new feature offers more control for campaigns while measuring results based on audience and schedule.

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