The race for the best results in ad spending continues to advance and evolve, always finding new innovative ways to develop. Although like all progress, these developments often end going ahead of laws or interests of users and their privacy. The latest to join the retargeting is Twitter, which has announced that soon will start applying their double retargeting ads sponsored tweets.
The ad retargeting, is to show an ad to a user taking into account their Internet browsing history and user purchase interests that can be drawn from it. For example, if you’re interested in a vehicle of a particular model in the brand page, that page thanks to advertising system leaves a cookie on your computer. When you leave your site the advertising system allows you become interested know it. Consequently, we assume that as you have been interested, as you have not bought or even having bought, you may want doing so in future, because somehow, it is understood that you have shown minimal interest prior.
Thus, the advertiser can launch an rotary advertising campaign intended for users who like you have shown the same interest in the past, showing those users a better offer, or explaining you some additional features of the product, or something that ends up convince shopping, taking in theory, a higher success ratio, if we can not differentiate a user profile other.
The big data retargeting is applied to the world of advertising, and therefore is somehow limited by issues only to large volume. Twitter with over 200 million users and as we all put on our website their official widgets, has scattered thousands of Internet data collectors who know all of us. So now you can put it in value and apply retargeting for cookies.
But that is not the thing, because as mobile cookies are somewhat more complicated, especially if we talk about mobile apps, and not on the browser, Twitter, curious use another method, which according to how it is done internally certainly can be up respectful or not. I mean the retargeting by mail or by phone number.
The retargeting by mail or phone number, what it does is that if a registered user on Twitter has a mail/number that matches the advertiser in their databases. That user in theory be more sympathetic to the brand, and therefore has priority to show your advertising, or put another way, advertisers upload their e-mail to the system and to compare them to the social network and find matches, point them with their advertising investments.
As you can see, technology is advancing very fast and Twitter to grow begins to implement and develop its arsenal, which already made like Facebook with FBX ad exchange, whether or not bids in real time, but can give great hope benefits both advertisers and them accordingly.
Do you think this news interesting? Think you can be disrespectful? Or is it the inevitable path to which we all headed?