Twitter Tailored Audiences
How tailored audiences work
To access the feature, advertisers will need to supply browser cookies to Twitter through one of their following adtech partners: Adara, AdRoll, BlueKai, Chango, DataXu, Dstillery, Lotame, Quantcast, ValueClick or [x+1].
Twitter will match the cookie information to corresponding users. Promoted tweets from the brand will then be delivered to those users who have visited the brands' sites or used their web services.
Historically, ad retargeting has been a challenge on mobile because of the absence of cookies. However, Twitter will be able to identify mobile users because they tend to log in to their Twitter account on their computer as well as their mobile devices.
Regarding privacy, Twitter users can opt out of matching their account information by un-checking "Promoted content" in their privacy settings. Additionally, Twitter will not receive browser-related information from their ads partners for ad tailoring if users have Do Not Track (DNT) enabled in their browser.
Twitter does not currently use real-time bidding, unlike Facebook. However, Twitter's acquisition of mobile ad exchange MoPub back in September may indicate that it plans to develop a real-time solution.
Implications for Brands
More precise cookie-based ad targeting means brands will be able to deliver ads to Twitter users who are highly relevant to their business. Respectively, users will be more likely to engage with a promoted tweet for a brand they have just considered and interacted with.
According to Twitter, inbound marketing technology company and beta-tester HubSpot recorded a 45 percent lift in engagement rates over historical averages among visitors who had visited its web properties, and who interacted with the Promoted Tweets campaigns through Tailored Audiences.
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