Twitter is making another step toward making their site even more advertiser friendly by experimenting with retargeting technology. Among the technologies being looked at by Twitter is the use of browser cookies to match up Twitter accounts with businesses’ mailing lists to make targeting of ads easier. Twitter’s senior director of product and revenue said about the changes “Users won’t see more ads on Twitter, but they may see better ones.”
Facebook has already begun to use retargeting as a means of reaching out to customers through their in-feed advertising, which has seen a lot of success. By adding services like these to their recently announced location-based advertising and promoted tweets, Twitter is quickly becoming one of the foremost places for social media advertising. Having ads relevant to users, even ads that don’t come across as ads, gets advertisers one step closer to reaching users who may have an interest in a product or service instead of firing blindly in the dark.
These new features can be turned off if a user does not want cookies tracking their computer. Twitter users can opt out by clicking the box for ‘promoted content’ under account settings. By doing this, these features will be disabled. In addition, Twitter also supports Do Not Track, and Twitter’s implementation has been endorsed by the EFF.
Source: TechCrunch
