San Francisco—Twitter Inc. has officially launched its ad retargeting service based on the use of browser cookies.
Twitter's Tailored Audiences service, first previewed in July, allows advertisers to show Promoted Tweets to prospects who recently visited their websites. Advertisers first have to share their browser cookie ID lists with Twitter, and Twitter in turn matches that information with user accounts to determine which users are shown a retargeted ad, Twitter said in a statement.
Marketers must use Twitter-approved marketing technology vendors to use the new service. Those are Adara Media, AdRoll.com, Blue Kai, Chango Inc., DataXu Inc., Dstillery, Lotame Solutions, Quantcast Corp., ValueClick Inc. and [x+1].