Twitter’s New Tailored Ads Bring Retargeting to Mobile

By: Sofie De Beule

December 9, 2013

Last Thursday, Twitter announced the global availability of ‘tailored audiences’. This new feature enables advertisers to define their own groups of existing and potential customers, and connect with them on Twitter via very specific ads.

How does it work?

One way of using ‘tailored audiences’ on Twitter is by targeting ads at all users who have also visited a brand’s website.

How exactly can advertisers ‘tailor’ audiences on Twitter?

‘Tailored audiences’ comes down to his: advertisers can easily reach Twitter users who already showed interest in their brand or your industry, away from Twitter. If a fashion brand wants to advertise a promotion on Twitter, it can share browser-related information (browser cookie ID) through an ads partner.

By comparing that information to the user information Twitter already disposes of, the ad will reach the right audience. Advertisers will receive reports afterwards on how many users saw or clicked the ad, without identifying who exactly saw or clicked it.

Why is it now possible to retarget on mobile devices?

Although Twitter doesn’t officially mention the possibilities for mobile, the company focuses on bringing retargeting to mobile devices. With the absence of cookies, it’s challenging for advertisers to find ways to target ads on smartphones or tablets. However, Twitter users often use their account on both their computer and smartphone. This means advertisers can now connect the identity of a mobile user to what they do on their computer.