Twitter expands its ‘tailored audiences’ program; allows ad targeting by email address, user IDs

Twitter expands its ‘tailored audiences’ program; allows ad targeting by email address, user IDsSubmitted by Sumit Yayavar on Wed, 01/15/2014 - 10:58 

Popular microblogging service Twitter expanded its December-launched `tailored audiences' program on Tuesday, giving the marketers the ability to use customer email addresses or the users' Twitter ID information to target ads more precisely on the Twitter site.
While the `tailored audiences' program enabled the marketers to use browser based cookies for retargeting ads on the Twitter network, the expansion of the program now gives the brands additional ways for sending out targeted ads to Twitter users.
One additional mechanism which expands the `tailored audiences' program is the ability which the marketers have got to use their own lists of customer email addresses to retarget them on the Twitter site.  The other new targeting option is to use CRM database records which have been already stored with an ad partner.

So far as the CRM-based ads are concerned, Twitter has said that the service is working with a number of third-party data providers, including Acxiom, Datalogix, Epsilon, Liveramp, Mailchimp, Merkle and Salesforce ExactTarget.  In addition, the microblogging service will also give marketers the ability to use its Ads API for creating both CRM- and Twitter ID-based audiences.
About the expansion of the `tailored audiences' program, Twitter said in a Tuesday blog post: "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."