Twitter now lets marketers target audience using email addresses, user IDs

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Twitter, on Wednesday, announced the introduction of new capabilities including email addresses and user ID based targeting under its recently launched Tailored Audiences programme for ad retargeting.

Kelton Lynn, Revenue Product Manager, in a blog post explained that the new new additions will help advertisers to target Tailored Audiences, either through using a customer relationship management database or using lists of Twitter usernames or user IDs.

Also, advertisers will be able to exclude certain audiences from their advertising by using email addresses and user IDs, said Lynn.

Lynn wrote, “The combination of these tools enables a highly relevant and useful message for the user and creates the opportunity for you to reach these known audiences on Twitter with more efficient campaigns. [Advertisers] will continue to receive the same reports that include how many users saw, clicked on or converted from an ad, without identifying specific users”.

Advertisers who want to target only a specific group of users, for example only loyalty card members or only users with ‘many’ followers, can now use email addresses and user IDs for this purpose. The new features could be particularly useful for targeting existing sales leads or for targeting people who are influential in a specific category.

Users who are concerned about their privacy can easily opt out of the program through the settings options by unchecking a box in their privacy settings menu to opt out of seeing tailored ads.