Social networking and micro-blogging service Twitter is rolling out an “interest targeting” system to let marketers aim their ads at users on the basis of what they tweet about and what accounts they follow, UK marketing information service Warc reports.
While its larger peer Facebook has been offering an ad targeting tool based on what its members like, the short-messaging specialist will identify users’ specific interests and preferences by looking at what each account holder talks and reads about most.
The “interest targeting” model, which Twitter called a major advancement in its advertising platform since 2011, will allow companies to purchase ads on the basis of some 350 topics its users are tweeting about. Thus, sportswear companies can direct their marketing messages to football fans to the benefit of both marketers and users.
The latest enhancement of Twitter’s advertising capabilities will allow brands to hit a very specific and exceptionally focused audience, the company’s product, management director Kevin Weil has said. Through the new targeting option, companies will more precisely tune their messages to a range of shoppers that share similar interests.
Meanwhile, Facebook announced it would hone its ad targeting platform by allowing advertisers to use e-mails, phones and other personal information they have already gathered about their customers. In essence, the tool will allow marketers to direct ads to their existing customers in Facebook leaving any personally identifiable data out of advertisers’ reach, British technology website ITProPortal.com explained.