Brands Lining Up for New Twitter Ad Targeting

That Twitter bird has yet another hot mobile advertising product on its wings today.

Last week, Twitter introduced its new tailored audience product, which means brands “will no longer have to rely on contextual targeting as the main proxy for identifying relevant audiences on the social platform.”

By bringing their own audiences or using targeting attributes, clients can create audience segments and natively target them on key Twitter ad units including promoted accounts and promoted Tweets.  

One of the first companies to flock to this new opportunity was BlueKai, an independent SaaS solution for data management.

“Partnering with Twitter further validates that centralized audience targeting, driven by the power of big data, is becoming a cornerstone marketing strategy on Madison Avenue,” says Alex Hooshmand, Chief Strategy Officer and SVP of Operations at BlueKai.

“This marks another watershed moment for our industry given social media’s scale and magnetism for brands,” Hooshmand continues. “More importantly, BlueKai’s DMP clients will now be able to combine their own audience intelligence with sponsored content to effectively deliver the right message to the right audience across all channels including Twitter.”

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