Twitter recently published information regarding new ways to make ads on Twitter more useful through remarketing — or, in layman’s terms, displaying ads for websites that users have previously visited. According to Mashable’s Todd Wasserman in an article called Twitter Experiments With Email-Based Ad Targeting, the microblogging platform is also implementing Do Not Track (DNT) settings that users can enable or disable on their profiles to keep remarketing ads from appearing in their newsfeeds. The program uses scrambled email addresses from advertisers that will let them run more targeted ads.
On their blog, the Twitter team, used this hypothetical example to explain the new program:
“How does this work? Let’s say a local florist wants to advertise a Valentine’s Day special on Twitter. They’d prefer to show their ad to flower enthusiasts who frequent their website or subscribe to their newsletter. To get the special offer to those people who are also on Twitter, the shop may share with us a scrambled, unreadable email address (a hash) or browser-related information (a browser cookie ID). We can then match that information to accounts in order to show them a Promoted Tweet with the Valentine’s Day deal. This is how most other companies handle this practice, and we don’t give advertisers any additional user information.”
Users who do not want to be part of the program are encouraged to uncheck the box next to “promoted content” in their account settings. According to the company, “Twitter will not receive browser-related information from our ad partners for tailoring ads if users have DNT enabled in their browser.”
This could be a valuable social media marketing opportunity for businesses looking to recapture the interest of people who they know have previously visited their websites. For more information you can visit the Twitter Help Center here.
Do you have plans to use this new service on Twitter? Share in the comments.
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