We are excited to announce BlueKai’s participation in Twitter’s tailored audiences product – released today! As one of a select list of Twitter partners, BlueKai enables its clients to now leverage 1st and 3rd party audience data to power native ad targeting on Twitter. Prior to tailored audiences, Twitter campaigns were driven primarily by contextual and light audience targeting. Now, with the ability to pass 1st and 3rd party, online, offline and modeled data to Twitter, BlueKai clients can extend their audience targeting strategy and bring their own audience intelligence to drive higher relevancy and engagement from Twitter ads.
What does this mean for BlueKai clients?
1. BYOA to Twitter! Bring your own audience or use targeting attributes from the BlueKai Audience Marketplace (With scale of over 1B global users) to create audience segments and natively target them on key Twitter ad units. (Including Promoted Accounts and Promoted Tweets.)
Some popular use cases include:
- Target a Defined Audience i.e. Audiences who fit your targeting profile based on the attributes collected across the BlueKai Audience Marketplace
- Retarget Shopping Cart Abandoners i.e. Audiences who visited your website, browsed for specific products and did not convert
- Up-sell or Cross-sell Current Clients i.e., Audiences who are existing customers and up for a renewal
- Reach Audience Who Look Like Your Converters i.e. Lookalike audiences that you have already created through an audience modeler or act-alikes generated from BlueKai Analytics
- Exclude Audiences You Do NOT Want to Target i.e. exclude current converters or past purchasers who are not relevant targets for your current campaign
2. Deliver Relevant Messaging Across all Channels – Including Twitter’s Expandable Ad Units: Align your Twitter Ads with consistent messages across banners and other native formats like Facebook as well as across other execution channels like display, video, and mobile resulting in a more cohesive and impactful customer ad experience. Within Twitter, you can now customize relevant ad messages and offers based on specific audiences to drive higher engagement. (Check out the Twitter expandable Tweets that include pictures and videos as well as lead generation cards for direct response initiatives.)
3. Understand and Optimize Your Ideal Twitter Audience – Better understand the profiles of clickers, sharers, and followers by running BlueKai analytics on audiences who engage with your brand on Twitter. This is an analytics offering unique for BlueKai platform customers, helping marketers create a feedback loop for ongoing audience optimization across all channels.
4. Privacy-safe, Consumer Controlled - Consumer opt outs are honored in real time. Targeted sponsored ads will not be shown to consumers who opt out of data-driven (re)targeting.
How do BlueKai-powered tailored audiences work?
Twitter is officially a new BlueKai Activation Partner (see an abbreviated media partner list here). Because of BlueKai’s integration with Twitter Ads, joint customers can now send and activate any audiences created in BlueKai’s platform directly to Twitter’s advertiser interface to influence targeting across Twitter ad products.
How do I start?
Interested? Please reach out to your account managers for more information on this program, or email firstname.lastname@example.org.