Content Marketing Blog

Twitter takes steps for ‘better ads’

It seems that not a week goes by without some change to a social networking site – and this time it's Twitter's turn!

Twitter bosses have announced that it will soon be experimenting with ways to bring better ads to its users, namely those that are tailored to their individual interests and requirements.

This will first be rolled out in the US, although if successful, there's no reason why Australian audiences shouldn't soon notice the changes too!

Senior director of product and revenue at the microblogging site Kevin Well explained that one way of achieving this will be through finding out which promoted content people have shown an interest in.

He was also keen to point out that this won't mean users will see more ads, simply ones they are most likely to be interested in.

Mr Well used the example of a local florist – say they want to let people know about a Valentine's Day special, they would presumably like their ad to be targeted at those most interested in their products.

This may mean that they have regularly visited floristry websites or subscribed to a newsletter – either way, Twitter can use a scrambled email address supplied by the site owner to look for browser-related data.

Twitter is then able to match the information to the accounts on its system, before presenting a promoted tweet to the relevant users.

The impact this will have on Twitter campaigns in general is yet to be seen, but it could be safe to assume that with better ads being presented to users, the overall customer experience of the site will improve.

Let's see just how much of an impact this has on the US market before getting too excited about it coming to Australia!

Posted by Emma Furze