Another social media site watching our every move. Yep, Twitter announced that it is opening up to third-party data, which will allow advertisers to target people who’ve visited a website or provided data as part of a purchase.
Twitter will allow advertisers to target users based on things they did off the service, like web browsing, as well as personal information like an email address. This new methods will allow Twitter advertisers to showcase promoted tweets and promoted accounts to Twitter users who are more likely to want and appreciate them. “Users won’t see more ads on Twitter, but they may see better ones,” Twitter’s Kevin Weil
Similar to Facebook’s custom audiences, Twitter will use a process called “hashing” so that emails used to enable the anonymous match are provided in a scrambled, unreadable form.
“It’s really just enabling our ad partners to give us data in a privacy-respecting way,” said Kevin Weil, Twitter’s senior director of product for revenue.
In terms of data going back to advertisers, Twitter says it is focused on its users’ privacy:
“Our testing of tailored ads does not share any new or different information with ad partners. Advertisers will continue to receive the same reports that include how many users saw or clicked on an ad, without identifying who saw it or clicked on it. These reports contain only aggregate, non-personal information. We do not share your private personal information with advertisers without your permission”.
Twitter is testing the technology in the U.S. first, saying it will roll it out to more users in other countries based on the results of testing.