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Twitter Launches Retargeting Ad Platform: Here’s Why That Matters

This morning, Twitter announced the newest edition to their ever-evolving ad platform: Tailored Ads.

Now, what they’re calling “tailored ads” may sound familiar to you:

Tailored Ads allow advertisers to reach users on Twitter who have shown interest in your brand or category even away from Twitter. 

That’s right…Twitter is launching retargeted advertising. But how are they doing it? Abhishek Shrivastava breaks it down on the Twitter blog:

“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.”

Side Note: Our Director of Marketing, Uri Bar-Joseph called this in his Search Engine Watch post last month…he may never let me live this down.

This offering brings Twitter closer than ever to your bottom-line sales and ROI, allowing for continued engagement and connection once a user has left your website. The blog post breaks it down in simple terms using this infographic:

Screenshot 2013-12-05 09.36.34

As a data geek, the possibilities of this are exciting. Our Simply Measured Twitter Traffic Report allows you to see how your Twitter activity is driving traffic to your website. This ad offering allows you to go the other direction, bringing your engagement and web traffic full circle.

PS: Since you’re on the Simply Measured blog, you should fully expect to see some Twitter Tailored ads from us…might as well beat em to the punch and follow @SimplyMeasured on Twitter right now.

Kevin Shively

I lead marketing for Simply Measured. Recovering journalist. My team is embarrassed of my hilarious jokes. Firm believer that the best marketers are the best storytellers and the best storytellers use the best data.

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