• by Gavin O'Malley  @mp_gavin, October 15, 2014

Getting serious about social, Amobee has become a Twitter Marketing Platform Partner with the launch of Amobee for Twitter -- a new service that relies on the mobile ad firm’s own demand-side platform.

With the new service, Amobee is promising to make it easier for brands and agencies to target desired audiences on Twitter -- and in real-time -- based on trending interests. Not exactly new to Twitter, Amobee has already run campaigns on the micro-blogging platform for Spark Communications and VML, among other agency partners.

“Amobee helps brands discover who is an influencer on Twitter, based on real-time and historical content consumption, then take that information and ... activate new and current followers to generate more engagement,” Kim Reed Perell, president of Amobee, said Tuesday.

“Twitter is an incredible social platform for brands that wish to connect with consumers and become a part of a real-time conversation,” Perell said.

Expanding its audience targeting efforts, Twitter recently began inviting advertisers to create new list audiences -- and manage existing audiences on ads.twitter.com -- all through a new audience manager tool.

“The new audience manager enables you to see the details of all of your audiences in one place, change or delete them and get notifications on the status of those specific audiences,” Kelton Lynn, group product manager of revenue at Twitter, said upon the change.

Per the changes, advertisers can use their customer information to build audiences using mobile phone numbers, as well as email addresses. By supporting Apple iOS and Google Android mobile advertising IDs, marketers can also create audiences of users with their apps installed, or who take certain actions like viewing a product or achieving a level in those apps.

A new “look-alike-only targeting” ability allows advertisers to target only those users that are similar to their tailored audiences.

Twitter also added the ability to exclude tailored audiences, based on Web site visitors from campaigns using interest, keyword, TV and other tailored audiences.

Twitter originally debuted its tailored audience tools late last year. The tools require that brands share with Twitter browser-related information, such as browser cookie IDs, through an advertising network partner. Twitter then matches that information to the user's account to serve a Promoted Tweet.

At launch, first- and third-party data provider partners included, Adara AdRoll, BlueKai, Chango, DataXu, Dstillery, Lotame, Quantcast, ValueClick, and [x+1].

Amobee is having a big year. This summer, the company gobbled up Adconion and Kontera, for $235 million and $150 million, respectively.

Late last year, Amobee also acquired mobile RTB startup Gradient X. At the time, Amobee said the acquisition gave clients the power to use real-time bidding across multiple channels, including video and HTML5.

Amobee itself was acquired by Singapore’s top phone carrier SingTel two years ago for $321 million.