Report: Twitter to Challenge Facebook in Retargeting Game

Written on
May 30, 2013 
Mike Daly  |

ADOTAS – AdAge reported today that Twitter is preparing its own retargeting platform to go head-to-head with Facebook Exchange (FBX).

Business Insider and VentureBeat were among the other news outlets reporting the story.

Speculation as to whether Twitter would follow Facebook’s lead in this area began as early as last November, when Digiday’s Jack Marshall asked, “Is Retargeting Coming to Twitter?”

“This would be a great move by Twitter and another huge opportunity for data-driven marketers,” said Brad Flora, president and co-founder of leading Facebook retargeting firm Perfect Audience, in response to today’s news coverage. “The real-time bidding piece and the efficiency benefits marketers get from bidding algorithms are great, but the big boost from a Twitter Exchange would come from leveraging all that great first party brand data.

“Twitter is the real-time pulse of the planet.  If it can match that with advertising that functions as the real-time pulse of consumer intent this will be very interesting indeed!”

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Mike Daly is an award-winning writer and editor with 30 years of experience in publishing. He began his career in 1983 at The News of Paterson, N.J., a long-since defunct daily paper, where at age 22 he was promoted to the position of Editorial Page Editor. Since then he has served in managerial capacities with several news organizations, including Arts Weekly Inc. and North Jersey Media Group in New Jersey and Examiner Media in New York. His work has been honored on numerous occasions by the New Jersey Press Association and the Society for Professional Journalists.

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