Tailored Ads at Twitter

Peter Roesler, President - Web Marketing Pros

By Peter Roesler

President, Web Marketing Pros

twitter-tailored-adsWell, it seems everyone is changing the way in which they advertise lately. Now it is Twitter’s turn. Twitter is now providing “Tailored Ads” to users.

Well, what does that mean? It means that a company can see when a user that has been on their site is on Twitter, because of a cookie placed in their browser. Twitter is then able to show an ad based on the content that was viewed on the advertiser’s website. This will solve a lot of the irrelevant advertising out there and help users out.

Another way is the matching of email addresses. Twitter can match email addresses of users they have with the users of the advertiser and show ads accordingly. However, the email addresses are not sent or exchanged, so users don’t have to worry about that. It is a lot like the hash tag system on Twitter. One email address links to the other places that that address was used. This allows the users to remain anonymous to the advertisers, yet still allows the advertisers to share users.

Even though it is called “Tailored Ads”, it is more commonly referred to as retargeting. Retargeting is a common practice and has been seen on Facebook and Google. So don’t start thinking Twitter is coming out with something brand new, it is just brand new to them.

However, if some of this is unappealing to users, they have the option to turn it off and opt-out. The simply can use the “Promoted Content” option and uncheck the box for tailored ads. This is a nice feature for the privacy concerned folk we always come across as updates such as these come about. However, there will likely be positive feedback from this from users, because they may actually benefit from an advertisement.

For many of you businesses out there, you may be wondering how to get into this new option. Sadly, it isn’t open to everyone yet. However, do not fret! It is simply in its test run at the moment and it’s sure to be opened up to more as time goes on! So stay tuned!


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