Bringing Third Party Data to Social Media Programs
Ad retargeting is the latest effort by social networks to monetize their user bases, and the latest network to do so is Twitter. It recently announced that advertisers will be able to target promoted tweets to users based on activity outside of Twitter, such as browsing behavior or being part of a customer database.
Twitter’s announcement follows Facebook’s introduction of Facebook Ad Exchange (FBX), which offers custom audience targeting by email address and phone number, last year.
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