Seeing more ads on Twitter? It might depend on who you are

Users have privacy options to turn the feature off, the social network said

The way consumers identify themselves on Twitter can now be used by marketers in their decisions to place ads in individual feeds, under a new expansion of the site's advertising program.

On Tuesday Twitter said it would be adding some new capabilities to its "tailored audiences" program that will let marketers target their ads to specific users based on their email address or information in their Twitter bios. The program, if enough advertisers take advantage of it, could help the social network raise revenue at a time when the pressure is on for the now-public company to turn a profit.

Part of the idea is to help advertisers better reach people on Twitter who are already loyal customers. If, say, you're a membership cardholder for a fashion retailer, the new tools are designed to let that retailer better reach you on Twitter. Under the new program, the retailer can share scrambled email addresses of its members with Twitter, and then Twitter would match that information to the accounts of those people, assuming they operate accounts on Twitter under those addresses.

A tweet from that advertiser might then appear in the person's feed, Twitter said in its announcement.

Scrambling is a process used by Twitter and its advertising partners to anonymize people's account information so their identities are not revealed. Twitter uses a behind-the-scenes software program that automatically matches people's email addresses and user IDs that are scrambled in this way. The process is meant to keep Twitter in the dark on whom exactly is being targeted this way.

The technology fits in with an ad analysis program Twitter unveiled last year, designed to look at how users' activity on the site might affect in-store sales.

Twitter's tailored audiences program was originally announced as a way to let marketers deliver ads to people based on their browsing activity outside of Twitter -- a concept that is already rampant across the Internet. Google and Facebook have operated their own re-targeting programs for some time now.

Tuesday's expansion shows Twitter is looking to give marketers even more ways to target individual people on its site.

Twitter gobbles up more cookies with retargeted ads, say researcher
Twitter buys MoPub, a mobile-focused ad exchange
Twitter opens up targeted advertising for marketers

The new advertising program also makes use of people's Twitter usernames and basic bio information. The idea here is to help marketers promote themselves to people who aren't yet loyal customers, but who might be receptive to their ads.

The retailer might be able to use public information on Twitter like a user's bio, follower count, verified status, or past tweets, "to identify the specific accounts on Twitter which are the most appropriate potential customers," wrote Kelton Lynn, product manager for revenue at Twitter, in a blog.

Twitter has partnered with a number of ad technology companies like Datalogix, Epsilon and Liveramp to make all the targeting work.

If Twitter users do not want to be targeted by advertisers in this way, they can adjust their privacy settings to turn off the matching, the company said. In users' privacy settings, there is an option to "Tailor ads based on information shared by ads partners." If people uncheck that, Twitter will not match people's accounts to information from ad partners, the company said.

Zach Miners covers social networking, search and general technology news for IDG News Service. Follow Zach on Twitter at @zachminers. Zach's e-mail address is zach_miners@idg.com

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Blog Posts

Cannes 2017: The Machines Are Here

It’s day 4 in Cannes and among the ever-growing divergent panels, presentations and workshops spanning from one end of the Croisette to the other, there has been a very real emergence of how artificial intelligence (AI) and machine learning needs to fit into the marketing ecosystem of today and tomorrow.

Aden Hepburn

Executive creative director and managing director, VML Australia

Is your content marketing missing the mark?

Does it ever seem like the content you create falls flat on its face or that the leads you’re generating aren’t worth following up?

Dan Ratner

managing director, uberbrand

​ Creating a purpose-driven brand

So you want to be a brand with purpose. But what does it actually mean to build a brand with real meaning?

Paul Chappell

Partner and managing director, Brand + Story

It is interesting. Rebrand is very good. Perhaps they should change the logo to something more modern. For example as it is - https://www...

David Hill

Grace Group undergoes first rebrand in 30 years to unify and contemporise

Read more

Hey Guys, just one small typo that changes a part of the story :“That was a really big step forward for our company because we didn’t hav...

Damian Young

Chobani tastes success with data analytics platform

Read more

This is amazing! Congratulations to Cochlear for continuing to lead innovation in every way!

Chris

How this marketing ops leader is lifting the automation ante at Cochlear

Read more

Interesting case! It seems like universities can also benefit from marketing automation. I've started using getresponse some time ago and...

Aaren

How marketing automation is helping drive CX change at Adelaide University

Read more

Always great to see and read these success stories and the growth of gamification. This story is very warming and can act as an inspirati...

James Doyle

5 tips to boost engagement with gamification from Donut King

Read more

Latest Podcast

More podcasts

Sign in