Twitter, which announced the rollout of its Tailored Audiences program in December after testing it since July 2013, said it has partnered with companies such as Epsilon, Acxiom, Liveramp, Datalogix, Salesforce ExactTarget, Merkle, and Mailchimp to help advertisers make most of the Tailored Audiences.
Tailored Audiences ensure that users will see ads that fit their needs or wants. This is done when a user's browser share cookies with Twitter through its advertising partners. Using the information, Twitter can then push relevant promoted tweets with higher chances of engagement.
"Today, we're releasing new ways to create tailored audiences, so that advertisers can define groups of existing and potential customers more flexibly and connect with them on Twitter," revenue product manager Kelton Lynn wrote on Twitter's advertising blog, Tuesday.
Advertisers will be able to create laser-targeted ads for certain customer segments using the email addresses or records on their customer relationship management database. Likewise, they can also create Tailored Audiences using Twitter user IDs or usernames.
Epsilon and Twitter's other ads partners are considered the leading agencies that help brands connect with their customers. The companies have completed technical integration with Twitter and will be able to guide advertisers how to make most of its Tailored Audiences program.
"Our partnership with Twitter will allow us to leverage the unique engagement characteristics of the platform and continue to bring market leading data activation capabilities to our clients. This is an exciting opportunity for Epsilon and Twitter-partnering to combine the power of Twitter along with insight we glean from reliable customer data," said Epsilon executive vice president of online solutions Eric Stein in a press statement.
"When combining the marketing services of Epsilon and Twitter, advertisers will have the ability to engage a highly valuable, targeted audience. First, Epsilon uses its proprietary SecureConnect match process to identify Twitter users within an advertisers' audience, enabling Twitter to create and manage a targeted, tailored audience campaign. Next, by using offline data sources, Twitter's tailored audience can be further refined, and be reached with more targeted Promoted Tweets. The result is a highly effective marketing campaign for the advertiser," the statement read.
Twitter clarified that users can easily opt out of the program by unchecking the "Tailor ads based on information shared by ads partners" option in their privacy settings.
Facebook has implemented a similar ads targeting program since 2012 that makes use of information provided by its users when creating their accounts. Unlike Twitter, Facebook clearly collects information about the interests of users when they join the social network.
