Twitter Inc (NYSE:TWTR) announced that it is updating its targeted Ad feature to help the advertisers create target lists based on the mobile number and IDs. Twitter launched its customized Audience tool last December. With the update, Twitter plans to compete with Facebook, the pioneer of the mobile ad space.
More tool to advertisers
With the new feature, users’ favorite brands can access the information gathered, and upload it on a Twitter Inc (NYSE:TWTR) list to the people it wants to target it through the ads. This way the brands will get an opportunity to show their content in users’ Twitter stream. The customized tool will also include “look-alike-only targeting” through which advertisers can target the consumers that are comparable to ones in their targeted lists.
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Dave Hendricks, president of LiveIntent (developer of software to place ads in digital newsletters), said “It’s so hard to get organic reach now because there are so many people fighting for attention and using all different kinds of techniques. The best technique is using data to retarget.”
Usually brands are free to create their Twitter Inc (NYSE:TWTR) account and target the customers through their tweets that will be visible to their followers. However, according to Hendricks there is an increasing brand war on Twitter, which makes it harder to sell products on social media cachet alone.
Twitter keeps user privacy in mind
Brands are working on improving their targeting capabilities on the device that consumer use with the help of the precise data that they gather about a specific consumer through customer relationship management systems. Data pool is the future of advertising.
Advertisers are at will to use customer information and expand their audience base through mobile phone numbers and email addresses. The new tool is compatible with Apple iOS and Google Android mobile advertising IDs.
Users, on the other hand, are not left at the mercy of the brands to keep on receiving the ads. Twitter Inc (NYSE:TWTR) will make sure that it user’s privacy is secured, as this week the company said that users will have the option to change privacy settings next to “Tailor ads based on information shared by ads partners.”
However, according to Hendricks there is no way to turn back on the targeted advertising. He said that CRM re-targeting will be adopted massively, but it will be seen on the television and web display ads. Hendricks believe that irrespective of the platform that users are logged into (Amazon or PlayStation), CRM re-targeting will be done on all the channels.