Since 2013, the arrival of the Promoted Tweet in Europe, Twitter has become an integral part of any brand’s thinking around digital marketing. When developing Twitter campaigns, marketers have been limited to using the information the platform already holds on its users – so first party data related to gender, location and interests, etc. Optimizing campaigns with information drawn from behaviour outside of Twitter, hasn’t been possible.
That was until last month, when Twitter officially embraced retargeting with the global roll-out of its ‘tailored audiences’ service, developed through a partnership with selected digital marketing specialists like Chango.