In July we previewed a way to tailor ads for users and a way to drive better performance for our advertisers. After testing this for several months, today we are announcing the global availability of tailored audiences—a new way for advertisers to define your own groups of existing and potential customers, and connect with them on Twitter with relevant messages.Twitter Launches Tailored Audiences, Using Cookies, For Promoted Tweets [blog.twitter.com]
With tailored audiences you can reach users on Twitter who have shown interest in your brand or your category even away from Twitter. Let’s say a hotel brand wants to advertise a promotion on Twitter and they’d prefer to show their ad to travel enthusiasts who have recently visited their website. To get the special offer to those people who are also on Twitter, the hotel brand may share with us browser-related information (browser cookie ID) through an ads partner. We can then match that information to Twitter accounts in order to show the matched users a Promoted Tweet with the travel deal. The end result is a highly relevant and useful message for the user. 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.
It was inevitable they were going to have to ratchet up the profiling now that they have to pay dues on wall street.
I have become active on Twitter recently via a couple of profiles (not the profile in my WW). I've joined into a circle of humanitarian birdies. It's a good experience so far. There's quite a vortex happening, it's very encouraging :)
I hope that whoever is steering the Twitterverse can maintain a healthy balance between the need to be profitable, pay their costs, pay salaries, pay shareholders some dividends (eventually) without becoming too invasive.
I'd be disappointed to see another good tool destroyed by greed again.
App.net tried to do that. Eventually they opened up to free accounts as well, but they certainly never had the adoption that Twitter has. There is a certain appeal to an ad-free service that many will pay for.