UPDATED: Twitter Officially Launches Tailored Audiences Program

Written on
Dec 6, 2013 
Mike Daly  |

ADOTAS – Twitter brought its tailored audiences ad program out of beta today and named the following companies as its official ad partners:

“With tailored audiences, you can reach users on Twitter who have shown interest in your brand or your category even away from Twitter,” writes Abhishek Shrivastava, Product Manager, Revenue at Twitter, in a company blog post. “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. Advertisers will continue to receive the same reports that include how many users saw or clicked on an ad, without identifying who saw it or clicked on it.”

“Advertisers tell us that they need to reach travelers and retarget customers in real time, while they’re in the process of booking trips and during their trips,” said Layton Han, Adara’s CEO. “By combining Twitter’s highly engaging social platform with Adara’s exclusive, real-time travel data, we’re providing a powerful new tool to help marketers reach travelers at the right time and in the right context via the right platform. “For the first time, they can connect on Twitter with in-market travelers to find new customers and increase engagement and bookings.”

“We are excited to be selected as one of Twitter’s launch partners, and thrilled to be working with them to help shape the future of their ad platform,” said Dstillery CEO Tom Phillips. “This is an important extension of our comprehensive suite of data-driven offerings, which already includes display, video, mobile and other native platforms. Combining Twitter’s reach and Dstillery’s sophisticated targeting technology produces astounding results for advertisers’ campaigns. Our enthusiasm is matched by some of our best clients.”

“AdRoll has always been committed to offering a robust, data-driven platform and we’re pleased to be among Twitter’s early partners to bring tailored audiences to life,” said Adam Berke, AdRoll president. “Retargeting is now ingrained in marketing strategy for companies of all sizes, and access to Twitter’s wide inventory across various devices will provide advertisers with more effective advertising solutions than ever before.”

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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