Twitter’s new ads experiment: cookies and CRM


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.

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