A new way for brands to drive ROI with partner audiences

By Lucy O'Dwyer
Wednesday, 29 July 2015

Today we’re launching our partner audience targeting capabilities that allow brands to target users who have shown powerful signals of intent off of Twitter.

These signals of intent can help brands achieve the highest possible ROI with their advertising campaigns. For example, by using a partner to provide the desired audience, an FMCG advertiser can target customers who have previously purchased similar products. Likewise, luxury brands can focus campaigns to target shoppers who earn a household income above a certain threshold.

These partner audiences — for which we’re partnering with Acxiom and Oracle Datalogix in the UK — can also be combined with look-alike targeting. This gives brands the ability to expand the reach of campaigns to reach people who have interests similar to those in partner audiences. Alternatively, partner audiences offers the option to exclude specific audiences from campaigns; for instance, where brands might be looking to target customers who haven’t purchased from a certain category or brand in the past.

Selecting partner audiences in Twitter Ads

Adding partner audiences to your campaigns is easy. The available audiences are located in a new section of your campaign setup form called behaviours. Simply select a category and sub-category, and then select one or more partner audiences to target.

A new way for brands to drive ROI with partner audiences

User privacy choices

As we continue to make Twitter Ads more useful to marketers by driving relevancy to users, we will also continue to provide simple and meaningful privacy choices to our users. Twitter users can simply uncheck the box in their privacy settings next to “Tailor ads based on information shared by ad partners” and Twitter will not match their accounts to information shared by ads partners to tailor ads for them. We also have a minimum audience size for all tailored audiences to avoid overly specific targeting. Our Help Centre has more information about users’ privacy settings.

Get started

Partner audiences are now available to advertisers running campaigns in the UK, including through our Ads API partners. To get started, login to ads.twitter.com or visit our help centre to learn more.