Introducing Twitter’s New Audience Manager Tool; Mobile Numbers and Mobile Advertising IDs Will Be Used to Create Tailored Audiences
Twitter has improved its tailored audiences feature with the new audience manager tool and additional targeting capabilities for easier and direct creation, management, and activation. Further methods of creating targeted lists—like using mobile phone numbers as well as Android and iOS advertising IDs—were added to allow more user acquisition, as announced by Kelton Lynn, Group Product Manager, in Twitter’s Advertising Blog.
Last year, Twitter introduced tailored audiences which initially provided a “new way for advertisers to define [their] own groups of existing and potential customers, and connect with them on Twitter with relevant messages.” Advertisers who want to promote their brand on Twitter can work with an ad partner to acquire customers even outside the social media platform. For instance, if a customer showed interest in a brand and visited their site, their ad partner will inform Twitter that the customer can be added to their campaign’s audience list; that’s when promoted content starts appearing in the user’s timeline.
To provide advertisers with better targeting capabilities, Twitter has improved its methods for creating and managing audiences. With the new audience manager tool, advertisers can now effortlessly make direct audience views, modifications, and omissions all in one place. They will also be notified by Twitter Ads on the status of particular audiences. [See Figure 1]
Mobile phone numbers and mobile advertising IDs were also added to email addresses as sources in building campaign audiences. Moreover, users—who have installed advertisers’ apps on their devices or have taken actions like viewing a product—can be easily reached by advertisers via their mobile advertising IDs. Both Apple iOS and Google Android mobile advertising IDs are supported by Twitter.
Users similar to existing tailored audiences can also be easily targeted with the new “look-alike-only” targeting. “This lets [advertisers] reach users who are most like [their] best existing customers, and is particularly useful for mobile app promotion campaigns to reach users similar to those who have already installed [their] app.” Twitter also gave advertisers an option to exclude tailored audiences based on website visitors.
Audience list upload capability is also an added feature, which enables advertisers to upload a data file—either CSV or text file—containing the list. [See Figure 2]
Twitter has extended this functionality to their ads partners, so if advertisers prefer to work directly with ads partners, they can enjoy the same functionality.
It is important to note that Twitter guarantees the privacy rights of its users. Advertisers will continue to receive reports from ads partners without any personal data concerning who viewed and clicked on an ad, as Twitter does not share personally identifiable information.
As for users who do not want to see promoted content on their timelines, they can simply adjust their privacy settings by unchecking the box next to “Tailor ads based on information shared by ads partners.” The mobile advertising IDs of users who have enabled the “limited ad tracking” setting on their devices will not be bothered by tailored ads.
For more information on Twitter’s privacy settings and audience size requirements, their Help Center is the perfect page to visit.
What do you think of Twitter’s latest update to tailored audiences? Will it be beneficial for both advertisers and users? Let us know what you think! Cite your opinions in the Comments section below.
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