Both Marketers And Consumers Will Benefit From Twitter’s New Advert Targeting Option, Which Is Based On Browser History
Twitter’s Senior Director of Product, Revenue, Kevin Weil has announced on the Twitter blog that the company will soon let marketers target users who have viewed their websites with advertising on the site:
Weil was quick to point out that no additional user information will be shared between Twitter and its partners. If users don’t want their information to be shared, they can stop Twitter from locating their email address by unchecking the box next to “Promoted content” in their account settings. Furthermore, users can make sure Twitter doesn’t receive any tracking cookies by having “DNT enabled in their browser”.
The Electronic Frontier Foundation, an organisation set up to protect consumer rights online, has commended Twitter for the new option’s privacy settings in a blog post:
Of course, the new targeting option will benefit marketers the most, as they’ll be able to further ensure that their adverts are seen by the right people on Twitter, namely users who have shown an interest in their products or their company before.
Marketers will also benefit from the measures Twitter is taking to make sure that users aren’t put off by the new targeting features: thanks to the email encryption and the promise that there won’t be more ads on the site, users are less likely to opt out of the service even though Twitter is making it very easy to do.
What do you think of Twitter’s new browser history-based ad targeting option?
Contact us on Twitter, on Facebook, or leave your comments below.
Will Sigsworth
Follow us @SocialMediaF & @WillAtSMF
Or go to our Facebook page.
“How does this work?” asks Weil, rhetorically, “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 take advantage of the new feature, Twitter’s advertising partners will have to send Twitter hashed/encrypted email addresses or browser cookie IDs. Twitter can then work out which email addresses belong to its users and target them with relevant advertising.
Weil was quick to point out that no additional user information will be shared between Twitter and its partners. If users don’t want their information to be shared, they can stop Twitter from locating their email address by unchecking the box next to “Promoted content” in their account settings. Furthermore, users can make sure Twitter doesn’t receive any tracking cookies by having “DNT enabled in their browser”.
The Electronic Frontier Foundation, an organisation set up to protect consumer rights online, has commended Twitter for the new option’s privacy settings in a blog post:
We think Twitter is setting an important example for the Internet: It is possible to exist in an ecosystem of tailored advertisements and online tracking while also giving users an easy and meaningful opt-out choice.Consumers will also be pleased by Twitter’s promise that the feature won’t increase the amount of ads users see on the site, but it may improve them. After all, users are more likely to be interested in products from companies whose websites they have interacted with.
Of course, the new targeting option will benefit marketers the most, as they’ll be able to further ensure that their adverts are seen by the right people on Twitter, namely users who have shown an interest in their products or their company before.
Marketers will also benefit from the measures Twitter is taking to make sure that users aren’t put off by the new targeting features: thanks to the email encryption and the promise that there won’t be more ads on the site, users are less likely to opt out of the service even though Twitter is making it very easy to do.
What do you think of Twitter’s new browser history-based ad targeting option?
Contact us on Twitter, on Facebook, or leave your comments below.
Will Sigsworth
Follow us @SocialMediaF & @WillAtSMF
Or go to our Facebook page.
Both Marketers And Consumers Will Benefit From Twitter’s New Advert Targeting Option, Which Is Based On Browser History
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Thursday, July 04, 2013
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Anonymous
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