Twitter's TV Ad Targeting Uses 'Video Fingerprinting'

New system could boost Promoted Tweets' effectiveness

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Twitter today announced a new program designed to help brands sync up television ads and Promoted Tweets through the use of a cutting-edge "video fingerprinting" technology.

Via a data dashboard, digital marketers can see in real time when their spots air and what resulting tweet activity occurs about either the brand or TV show. Then, at least in theory, they can more intelligently target Twitter users with Promoted Tweets based on who tweeted about the commercial or show.

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