Twitter to let advertisers use known email addresses and browser ID to target ads


By Ishbel Macleod, PR and social media consultant

January 15, 2014 | 1 min read

Advertisers will be able to be more precise with targeting ads on Twitter in a new experiment being introduced by the social media site.

The experiment will see advertisers be able to target people who have already been on the company website, signed up to newsletters or made an order, by sharing a scrambled, unreadable email address (a hash) or browser-related information (a browser cookie ID) with Twitter.

Twitter will then match that information to accounts in order to show them a Promoted Tweet for a certain company or product.

Announcing the move in a blog, Twitter added: “While we want to make our ads more useful, we also want to give users simple and meaningful privacy options. Simply uncheck the box next to “promoted content” in your account settings, and Twitter will not match your account to information shared by our ad partners for tailoring ads.”

This is currently being trialled in the United States.


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