 "Twitter will now show you tailored ads based on your email and user ID")
After bringing cookies as a method for advertisers to target users better on Twitter, the website has announced that it will now allow marketers to target ads based on email addresses and user IDs.
In a blog post targeted to its advertising clientele, Kelton Lynn, Product Manager, Revenue at Twitter, wrote that this move was being made so advertisers can define groups of existing and potential customers a bit more flexibly as they connect to them using Twitter. Marketers can mainly use their customer relationship management database to target their ads on Twitter better.
Say, if a fashion brand is offering discounts for customers who hold a membership card, they will be able to target only them. The brand will have to share unreadable scrambles of the email addresses of these particular members and Twitter will match the information provided to information linked to Twitter accounts, and show the Promoted Tweet just to them.
Similarly, users will also be able to see Promoted Tweets when retailers share a tailored audience list with them on it. This will help these retailers reach new customers. The same fashion brand can make a list of people on Twitter who relate with their brand and use information like a user’s bio, follower count, verified status and past tweets, using Twitter’s API or Certified Products to target them.
The good thing about this new feature is that advertisers will also be able to exclude some databases and lists from Promoted Tweets being visible. Say, the brand wants to run an ad to acquire new clients, it has the option of excluding existing customers off its database. Twitter has emphasised on the fact that users will still be in control of their own privacy and may choose to opt out of the programme. If you wish to not received tailored ads, you can uncheck the box in your privacy settings next to “Tailor ads based on information shared by ads partners,” and Twitter will not match your information with the ones received from its ad partners.
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