Twitter Enables Advertisers to Target Users Via Off-Site Activity

To help advertisers make better use of their digital efforts, social networks are constantly updating their ad programs to make their offerings more robust.

Twitter has announced a path for advertisers to reach new consumers from audiences created by their Marketing Platform Partners, dubbed “partner audiences.”

Through partner audiences, advertisers can now target Twitter Ads to users who have demonstrated strong signals of intent while they were off Twitter. The social network also states that an advertiser’s partner audiences can also be combined with look-alike targeting, enabling advertisers to expand the reach of their campaigns to people who have similar interests to those in their partner audience.

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Advertisers are able to select form more than 1,000 partner audiences from Acxiom and Datalogix directly in the Twitter Ads UI.

“For example, by using a partner to provide the desired audience, an auto brand can connect with audiences that are in-market for a new car,” states the Twitter blog post announcing the new advertising path. “A CPG company can reach customers that have previously purchased products in their category. And luxury brands can limit campaigns to shoppers who earn a household income above a certain threshold.”