Twitter was rumored to be launching its own ad retargeting product yesterday, and today announced Tailored Audiences.
In July, the social network said it was experimenting with a way to better tailor ads to users, and Tailored Audiences is exactly that.
Available to advertisers worldwide starting today, here’s what Twitter had to say:
“With tailored audiences you can reach users on Twitter who have shown interest in your brand or your category even away from Twitter. 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.”
The social network will then match that data with the appropriate account, and display a highly targeted ad to the user such as a Promoted Tweet.
During beta testing of Tailored Audiences, here were some results:
- Inbound marketing company Hubspot saw a 45 percent increase in engagement.
- Sports technology company Krossover decreased cost per customer acquisition (CPA) by 74 percent.
- Software analytics company New Relic increased conversion rates by 195 percent.
Twitter supports Do Not Track for those who have it enabled, and users can opt-out of Tailored Audiences by going here, and unchecking the box next to “Promoted content.”