Birds of a feather
Twitter and Facebook take turns copying each other's designs and user features, but when it comes to advertising options it seems that Twitter is always trying to catch up. They took some fledgling steps this week when they announced updated tailored audiences with new features including the ability to target by mobile ID and phone numbers. Twitter's tailored audiences provide retargeting and 'look-alike' targeting in the same fashion as Facebook's Custom Audiences. Advertisers can upload customer/prospect lists in various formats and the social networks will search for similar users.
VentureBeat looked at how tailored audiences will now work and why retargeting has become important in a new era of ultra competitive organic reach. In early September Practical Ecommerce had written about how the original version of tailored audiences could improve ad performance. When AdExchanger looked at the relative merits of the Facebook and Twitter programs they found that Twitter now measures up very well. The systems are only as good as their data, however, which is where Facebook has a built in edge -- 'how many Twitter users have actually shared their phone numbers?' asked AdExchanger.