Twitter tailored ad targeting to include data from mobile apps

10 Dec 2014

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Twitter has announced that mobile app advertisers can now create tailored audiences based on installs, purchases and sign-ups.

In a new feature added to the social network’s Tailored Audiences services for advertisers, companies can now ensure their ads are not displayed to users who have already installed their app and focus on people who are most likely to engage.

“With tailored audiences from mobile apps, you can also combine different types of tailored audiences — from mobile apps, from lists and from website visitors — for user acquisition and remarketing strategies to maximise the reach and efficiency of your campaigns,” wrote group product manager Kelton Lynn in a blog post.

“These audience segments update in real-time and allow for easy audience creation, maximum campaign efficiency and minimal ongoing management.”

Twitter said the new feature has already been tested by a handful of brands and feedback has been positive.

Users can opt out of allowing their account information to be used for Tailored Audience by unchecking the box in their privacy settings next to ‘Tailor ads based on information shared by ads partners’.

Twitter image via Shutterstock

Dean is a freelance journalist and editor covering media.

editorial@siliconrepublic.com