Tailored Audiences signal Twitter's ad seriousness

12/5/2013 | Adweek

Twitter's new Tailored Audiences ad unit allows marketers to retarget users on Twitter's mobile application using data from their PC Internet activity. Twitter has worked with major tech firms such as AdRoll to develop this system, and ad executives say it shows how Twitter is moving beyond an "insular" approach to advertising. "Everyone is getting into the cross-device arena. Twitter obviously is making sure it's ahead of the game," said Layton Han, CEO of private ad exchange Adara.

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