It was only this past summer when Twitter whet advertisers’ appetites for better, more targeted ads. Yesterday in a blog post Twitter revealed that global availability for advertising to tailored audiences is now ready for prime time.

‘Tailored audiences’ is Twitter’s way of saying better ways of identifying existing and potential customers on Twitter. A beta test showed a huge bump in engagement rates of 45 percent when targeting the right audiences. Not only that, but Twitter wants to make sure your dollars are stretching. Cost-per-customer acquisition was decreased by 74 percent.

So how does this work Twitter sets up an example with a fictitious hotel chain:

“To get the special offer to those people who are also on Twitter, the hotel brand may share with us browser-related information (browser cookie ID) through an ads partner. We can then match that information to Twitter accounts in order to show the matched users a Promoted Tweet with the travel deal.”


Twitter has partnered up with AdRoll, BlueKai, Dstillery, Quantcast, ValueClick, Lotame, Chango and [x+1] as approved ad partners to create these ads and help transfer audience data to Twitter.

Source: TechCrunch