Twitter Inc (TWTR) Creates Lucrative New Ways To Target Ads

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Twitter Inc (NYSE:TWTR) announced yesterday that it has added some new capabilities to its Tailored Audiences tool that was launched in December. The Tailored Audiences feature allows advertisers to connect with visitors to their websites on the microblogging site effectively. Twitter Inc (NYSE:TWTR)’s revenue products manager Kelton Lynn said that marketers can use a CRM database or the list of Twitter Inc (NYSE:TWTR) usernames or user IDs to target ads. If they want, they can also exclude certain audiences in a similar way.

How Twitter’s new features work

If a marketer already has a list of email addresses in their CRM database, they can use it to create tailored audiences. For example, if you want to advertise a clearance sale on Twitter Inc (NYSE:TWTR), and you want the ads to show to your current membership cardholders. You have to share your membership cardholders’ email addresses in an unreadable hash form. The tool will match this information to Twitter Inc (NYSE:TWTR) accounts, and show them your ad as a Promoted Tweet to them.

The microblogging company allows you to create tailored audiences based on Twitter usernames or user IDs. Your user ID is a unique number assigned by Twitter Inc (NYSE:TWTR) to identify your account. Let’s say you are planning to build relationships with new prospects on the site who are highly influential in a specific category. You can use Twitter API or Certified Products to identify specific accounts based on their public information such as user bio, verified status, follower count and past tweets. Once you have identified the list of Twitter ID’s, you can create a tailored audience and engage them as followers.

Excluding specific audience on Twitter

Twitter Inc (NYSE:TWTR) will now allow you to exclude certain Twitter ID and CRM audiences from the list of users you reach through Twitter Inc (NYSE:TWTR)’s existing options such as keywords, interests and TV. For example, if you want to exclude your current membership cardholders from a campaign aimed at gaining new customers, you can exclude them for this specific campaign.

Twitter Inc (NYSE:TWTR) said users who are concerned about privacy can change their settings to opt out of the program. The company requires a “minimum audience size” to eliminate the chances of an overly specific targeting.

Twitter Inc (NYSE:TWTR) shares surged 3.24% to $60.10 at 10:24 AM EST.

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