Twitter ads to target off-site behaviors

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San Francisco—Twitter Inc. will begin allowing advertisers to target users based on their actions off the service, such as Web browsing or online purchasing. In addition to cookie-based targeting, the new ad service includes a retargeting component. Advertisers will be able to show Promoted Tweets to customers in their own databases by matching email addresses with Twitter addresses, the company said in a statement. Twitter users can opt out of having their third-party data used for ad tracking purposes by unchecking a box in their account settings, the company said.
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