Twitter opens up big data cauldron – advertisers to be given access to 1,000 audiences

6 Mar 2015

Twitter has taken a creative twist to big data by creating a new big data service using 1,000 partner audiences that allow potential advertisers to target ads based on more specific signals.

Using the new Marketing Platform Services platform potential advertisers can select more than 1,000 partner audiences from players like Acxiom and Datalogix from within the Twitter Ads UI and target specific audiences by sleeking sub-categories and one or more partner audiences.

“With partner audiences, you can now target Twitter Ads to users who have shown powerful signals of intent off of Twitter — helping you drive the highest possible ROI with your advertising campaigns,” explained Kyle Boston, product manager (Revenue) at Twitter.

“For example, by using a partner to provide the desired audience, an auto brand can connect with audiences that are in-market for a new car. A CPG company can reach customers that have previously purchased products in their category. And luxury brands can limit campaigns to shoppers who earn a household income above a certain threshold.

“These partner audiences can also be combined with look-alike targeting, giving you the ability to expand the reach of your campaigns to people who have interests similar to those in your partner audience. In addition, you have the option to exclude partner audiences from your campaigns, if you only want to target customers who haven’t purchased a category or brand in the past,” Boston said.

Using the platform Twitter said that Nestle saw a 52pc increase in engagement over its 2014 performance when using audiences to launch a new product, Butterfinger Cup Minis.

Privacy in the big data cauldron

While 1,000 audiences might sound quite a big leap for big data and most individuals, users of Twitter have the option to opt-out of this big data cauldron.

“As we continue to make Twitter Ads more useful to marketers by driving relevancy to users, we will also continue to provide simple and meaningful privacy choices to our users,” Boston added.

“Twitter users can simply uncheck the box in their privacy settings next to ‘Tailor ads based on information shared by ad partners,’ and Twitter will not match their accounts to information shared by ads partners to tailor ads for them.”

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John Kennedy is a journalist who served as editor of Silicon Republic for 17 years