Twitter has announced the global roll-out of Tailored Audiences with ten vendor partners: AdRoll, [x+1], Adara, ValueClick, BlueKai, Quantcast, Chango, Lotame, DataXu, and Dstillery.
Twitter began beta testing of Tailored Audiences, which gives a retargeting product & more in July. It is mandatory for advertisers to work with one of the 10 selected vendors to buy on the exchange.
HubSpot, a participant in Beta phase tested retargeting on Twitter with Promoted Twitters. As revealed by Twitter, HubSpot saw a 45 percent increase in the engagement from the retargeted ads, which was far more than what it had earned from prior campaigns on Twitter.
Digitas, another participant didn't share details of the performance of campaign but Breanne Laso, the media planner for Digitas said, "The ability to hone in on a very specific audience segment, such as recent flight searchers or recent flight bookers, and continue a conversation with them while on the go and within the social space is a fairly unique and powerful offering".
If users want to opt out of Tailored Audiences, they can uncheck the "Promoted Content" box in the privacy settings. Do Not Track settings for users will also be honored by Twitter.
Since the Target Audiences targeting is powered by browser cookies, Twitter can harvest the browser cookies of a user, the when he/she logs into Twitter. It will also inform the ads a user will see on logging into Twitter with mobile phone. This algorithm provides Twitter an advantage over other retargeting exchanges as mobile browsers don't support cookies.
Tailored Audiences will provide Twitter more opportunity to get higher ad revenue as well as compete for programmatic dollars.Twitter Brings Retargeting to Mobile with "Tailored Audiences"!,