Twitter is on a mission to make ads more relevant | Social Media | Mobile Entertainment

Twitter is on a mission to make ads more relevant

Twitter is on a mission to make ads more relevant
Zen Terrelonge


Social / Twitter / July 4th 2013 at 11:12AM

Users will be slapped with 'better' ads to provide brands with improved engagement.

Twitter was developed from the idea of SMS and its 140-character limitations, and the company recently urged brands to put mobile marketing ahead of PC.

There were once fears that Twitter would struggle to monetise, but the company has big name brands like Samsung and Pepsi pushing promoted content – ads to you and I – across its platform.

The social network is now toying with cookie-based solutions that will make ads on Twitter more relevant to Stateside users, which will provide them with content based on the brands and businesses they've previously engaged with.

In turn, the move will provide advertisers with more click-throughs and higher engagement rates.

Kevin Weil, senior director of product, revenue, Twitter, said: "Users won’t see more ads on Twitter, but they may see better ones. 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."

Twitter assures users that advertisers won't receive any additional information about them, and they can opt out of the scheme in privacy options if they don't want to receive tailored ads.

Weil, added: "And because Twitter supports Do Not Track (DNT), Twitter will not receive browser-related information from our ad partners for tailoring ads if users have DNT enabled in their browser."