Twitter Inc. (TWTR) Unveils Partner Audience For Ad-Targeted Advertising

Twitter Inc. (NYSE:TWTR) is moving to make ads more relevant on user’s timelines by introducing a new ad-targeting feature, Partner Audience that will help publishers select their intended demographics. The new feature is an extension of its relationships with Acxiom and Datalogix as the company tries to take Facebook Inc (NASDAQ:FB) head on, on targeted advertising.

The new system will let ad publishers chose their ad target audience based on past user purchases or demographic data such as household income. The two partners are poised to provide Twitter Inc. (NYSE:TWTR) with more than 1,000 partner audience that brands can choose to target for advertising campaigns. Consumers are to be lumped into broader categories based on their purchase behavior under headings such as travel retail brands and lifestyles.

Twitter Inc. (NYSE:TWTR) is also providing its users with an option of opting out of the program by unchecking a box on their privacy settings labeled ‘Tailor ads’. The giant social network has been releasing a flurry of products both on its ads and consumer side.  The company might be struggling to attract new users, but its ads business continues to flourish amidst stiff competition from the likes of Facebook Inc (NASDAQ:FB) and Google Inc (NASDAQ:GOOGL).

Twitter Inc. (NYSE:TWTR) has also been working on making it easier for small businesses to advertise on its platform having introduced a new advertising feature that allows businesses to promote their tweets from their analytics dashboard. Ads business remains an integral part of Twitter Inc. (NYSE:TWTR)’s operations having seen it revenue from the sector surge by 97% to $432 million. To maintain this momentum, the company needs to do a lot to improve on its monthly active users as one of the ways of gaining confidence of the advertisers as an essential and unique advertising platform.

Facebook Inc (NASDAQ:FB) continues to provide the biggest of threats to Twitter Inc. (NYSE:TWTR)’s advertising business seen by reports that it is working on building a mobile ad-exchange platform that would compete hand in hand against MoPub. People familiar with the matter say the product could be announced at the next F8 developer conference.

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