Online social network service company Twitter Inc (NYSE:TWTR), has announced a recent partnership with Acxiom Corporation (NASDAQ:ACXM) and Datalogix. Under the agreement, the partner audiences will give advertisers access to well over 1,000 audiences. This new ad feature will now enable advertisers to serve Promoted Tweets to users of the social site. This will be based on those users who have signaled purchase intent in various categories from products advertised on the site.
This partnership sees one of the biggest social network sites in the world partner, with two of the important players in the big data industry. Known as partner audiences, the way is now clear for companies to get the biggest possible ROI, with advertising campaigns via Twitter ads. Twitter for its part will provide the desired audience based on user preferences in selecting goods and services that they intend to purchase.
This latest move comes after a series of early testing on Twitter. Early beneficiary of this venture has been Nestlé’s @Butterfinger, which used partner audiences for the launch of its new product; Butterfinger Cup Minis. This was achieved by targeting promoted tweets to users that often buy peanut butter candy in stores and various locations across the US. By virtue of doing this Nestle gained a 52% increase in engagement rate up from the entire 2014. This meant that the early tests were successful.
Of important note though, is that the new feature is currently available now only for advertisers currently running campaigns in the US. For usage, this feature can be accessed by visiting the Twitter ads dashboard obtained from the behaviors section of the campaign creation page. With this new feature, Twitter continues to remain big on privacy. As a result Users of Twitter can simply uncheck the “Tailor ads based on information shared by ad partners” box in their privacy settings. Hence that particular account will not be matched, with information shared by ads partners to tailor ads for them.