This week, Twitter announced tailored audiences, which is a “new way for advertisers to define your own groups of existing and potential customers, and connect with them on Twitter with relevant messages.” The service makes it possible for audiences to reach users on Twitter that have shown interest in a brand or category even while they were away from Twitter.
For example, if a hotel brand wants to advertise a promotion on Twitter and they want to show that ad only to travel enthusiasts that have visited their website, then they can tailor ads for them specifically. The hotel brand may share browser-related information (browser cookie IDs) with Twitter through an ads partner. Twitter can use that data to match the information with their Twitter accounts to show the matched users a Promoted Tweet with the travel deal.
“The end result is a highly relevant and useful message for the user. Advertisers will continue to receive the same reports that include how many users saw or clicked on an ad, without identifying who saw it or clicked on it,” said Twitter in a blog post.