Twitter’s push into advertising has been widely reported. The microblogging network regularly introduces new features to help marketers target and convert followers with custom Tweets. Brafton recently reported that the company unveiled a Lead Generation Twitter Card, allowing brands to compile contact information from followers who opt-in and engage with content published to their Timelines.
In another effort to beef up audience targeting via Tweets, the company looks to take advantage of retargeting and programmatic, real-time ad buying, according to AdAge. Twitter will launch a new ad program similar to Facebook Exchange (FBX) that helps brands retarget site visitors when they’re on the social media network. No official launch date has been announced, and Twitter would not comment on the matter to AdAge.
Social media marketing professionals who want to improve the reach of their Tweets and the impact custom content can have on the site will benefit from Twitter’s potential retargeting option. Placing relevant media in front of users based on their interests will help improve conversion rates and support companies’ ongoing marketing ventures.