Twitter to launch retargeting ad exchange

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San Francisco—Twitter Inc., continuing to expand its advertising options, plans to launch an ad exchange to allow companies to automatically retarget Twitter users based on their browsing and search histories. According to a report in Advertising Age, a BtoB sibling publication, Twitter's ad exchange will be similar to the retargeting capabilities within Facebook's FBX ad exchange, which allows automatic buying and real-time retargeting. Earlier this month, Twitter introduced its Lead Generation Card, an ad unit that presents offers when a viewer expands a Promoted Tweet. And in April, Twitter launched keyword ad targeting, which can aim Promoted Tweet ads toward users based on the words they use in tweets or retweets.
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