Twitter Unveils Targeted Audiences Retargeting Solution

Twitterlogodec13Twitter has unveiled its retargeting solution, which it is calling ‘tailored audiences’. The move, which opens up the possibility of retargeting on mobile, was announced in a blog post, published today by Abhishek Shrivastava (@ashrivas), product manager, revenue.

The post explains: “With tailored audiences you can reach users on Twitter who have shown interest in your brand or your category even away from Twitter. Let’s say a hotel brand wants to advertise a promotion on Twitter and they’d prefer to show their ad to travel enthusiasts who have recently visited their website. To get the special offer to those people who are also on Twitter, the hotel brand may share with us browser-related information (browser cookie ID) through an ads partner. We can then match that information to Twitter accounts in order to show the matched users a Promoted Tweet with the travel deal. The end result is a highly relevant and useful message for the user.”

So you visit a particular website and then later see a promoted tweet from the same brand in your Twitter feed. Twitter refers in the post to “impressive results” from advertisers in the beta test using the tailored audiences program over a period of several months. These include inbound marketing software platform HubSpot, which saw a lift in engagement rates of 45 per cent with tailored audience campaigns; and enterprise app performance management company New Relic, which saw 195 per cent higher conversion rates targeting its website visitors during the beta.

Twitter is working on the retargeting solution with a number of technology partners, including Adara, AdRoll, BlueKai, Chango, DataXu, Dstillery, Lotame, Quantcast, ValueClick, and [x+1].

The post also reminds Twitter users that they can opt out of promoted content, and also opt not to be tracked via cookies.