“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, explained in a blog post.
Now, 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.
“This lets you reach users who are most like your best existing customers, and is particularly useful for mobile app promotion campaigns to reach users similar to those who have already installed your app,” according to Lynn.
Per the changes, Twitter has also added the ability to exclude tailored audiences, based on Web site visitors from campaigns using interest, keyword, TV and other tailored audiences.
Anticipating privacy concerns, Twitter said this week that users can easily uncheck the box in their privacy settings next to “Tailor ads based on information shared by ads partners.” Once checked, Twitter promises not to match user accounts to information from ads partners for tailored audiences.
“As always, we do not share personally identifiable information with ad partners,” Lynn noted. Rather, advertisers receive reports that include how many users saw or clicked on an ad, without identifying who saw it or clicked on it. “Reports contain only aggregate, public or non-personal information,” Lynn added.
“Consumers’ attention is forever fragmented across their collection of devices … and CRM retargeting has emerged as the way to reach consumers -- or lookalikes and Mobile Ad IDs -- where they are paying attention,” said Dave Hendricks, president of LiveIntent, a start-up that is merging real-time programmatic ad buying and selling with email marketing.
Twitter 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].