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Twitter is currently testing an exciting development in Twitter ads in the US – the ability to target ads with cookies and CRM data. Marketers already use this feature on Facebook, Google, Amazon and many other websites, but this is a first for the micro-blogging platform. Kevin Weil, Twitter senior director of product for revenue, wrote in a blog post that this makes ads more useful for users by “displaying promoted content from brands and businesses they’ve shown interest in.” This announcement means brands could soon target ads on Twitter more specifically, in turn giving users better quality of ads that meet their interests and needs. What does this mean for marketers? Of course, US users have the option to opt-out in two ways: un-check “promoted content” in account settings, or enable Do Not Track on their web browsers. The blog didn’t say when or if the service would roll out globally. There are some roadblocks to the service, especially here in Europe, and it’s unclear how Twitter will comply with current EU laws to obtain users consent for cookies. Will you try this new ad type if it’s rolled out in Europe? Tell us in the comments or tweet us @AdobeMktgCloud.
Author: Date Created:5 July 2013 Date Published: Headline:Twitter’s new ads experiment: cookies and CRM Social Counts: Keywords: Publisher:Adobe Image:http://blogs.adobe.com/digitaleurope/files/2013/07/57.png

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Twit­ter is cur­rently test­ing an excit­ing devel­op­ment in Twit­ter ads in the US – the abil­ity to tar­get ads with cook­ies and CRM data. Mar­keters already use this fea­ture on Face­book, Google, Ama­zon and many other web­sites, but this is a first for the micro-blogging platform.

Kevin Weil, Twit­ter senior direc­tor of prod­uct for rev­enue, wrote in a blog post that this makes ads more use­ful for users by “dis­play­ing pro­moted con­tent from brands and busi­nesses they’ve shown inter­est in.”

This announce­ment means brands could soon tar­get ads on Twit­ter more specif­i­cally, in turn giv­ing users bet­ter qual­ity of ads that meet their inter­ests and needs.

What does this mean for marketers?

  • We will need closer rela­tion­ships with our web man­age­ment teams to ensure the data they col­lect will work. Track­ing data, like browser cookie IDs, will enable us to show ads to users based on the things they looked for while vis­it­ing our websites.
  • Mar­keters will need to up their game when it comes to ad con­tent.  As the ads users see will be more tar­geted to their inter­ests, ‘one-size-fits-all’ ads could become a thing of the past.
  • Although users won’t see more ads, mar­keters will cer­tainly have to cre­ate more ads to meet the demand of per­son­al­i­sa­tion.  Mar­keters will need to ensure they are using the right tools to take on yet another group of per­son­alised, tar­geted ads.
  • And lastly, we’ll need to con­tinue to invest in social. It isn’t some­thing mar­keters can use occa­sion­ally and expect suc­cess. The announce­ment of tar­geted ads gives us hope that engage­ment rates for Twit­ter ads will climb.

Of course, US users have the option to opt-out in two ways: un-check “pro­moted con­tent” in account set­tings, or enable Do Not Track on their web browsers.

The blog didn’t say when or if the ser­vice would roll out glob­ally. There are some road­blocks to the ser­vice, espe­cially here in Europe, and it’s unclear how Twit­ter will com­ply with cur­rent EU laws to obtain users con­sent for cookies.

Will you try this new ad type if it’s rolled out in Europe? Tell us in the com­ments or tweet us @AdobeMktgCloud.