Twitter Retargeting

Retargeting appears to be the most sought after tool for advertisers in recent times and there cannot be a place better than a social network where millions of users connect every day.

The Social media giant Facebook was the first (among the two) to understand the trend and start consumer retargeting to boost their revenue through advertisements. A year after Facebook launched its Re-targeting Model named FBX (Facebook Exchange) it was time for Twitter to follow the suit.  The first pilot study was conducted by Twitter on users within the US.

Facebook Retargeting model (FBX) uses real time data which allows advertiser’s bidders to bid for the ads they would like to specifically point to a user. Twitter retargets with the help of Cookies, email addresses and also phone numbers made available to them in encrypted form from the advertisers. This dual retargeting allows advertisers to target Twitter users logged in through their smartphones or tabs thus tapping a much larger audience when compared to Facebook who at present focus only on desktop retargeting model as they use cookies alone to tap data. Twitter conveyed that the users “may not see more ads but may see better ones”. This implies the fact that an advertiser have to pay a relatively higher amount as the consumer is more likely to buy the product.

In terms of revenue, Facebook is likely to generate more out of the retargeting model as this social networking giant enjoys almost a monopoly having more number of Internet users onboard, even if the cost associated stays relatively lesser than that of Twitter.

Twittter and Facebook Retargeting Comparision

Facebook initially offered the re-targeting on the right segment of its page, after that they have allowed advertisers to target these ads in the News Feed of the user. News feed is the space where an average user spends most of his time on Facebook reading updates from folks. Will this not be a concern for a Facebook user?

Twitter on the other hand provides its user with an option of DNT (Do-Not- Track) wherein a user can change his account setting and then Twitter will not post retargeted ads on the user’s wall. Facebook in particular have not come up with an option where the users can stay away from being retargeted.

Retargeting is set to change the advertising model in coming days where ads may result in generating higher revenues. But in the larger context the question that still remains unanswered is will the user feel his privacy is at stake?

Like Twitter’s DNT, Facebook might come up with some privacy setting to safeguard user’s privacy. But how efficient can these techniques be in protecting one’s personal information is still uncertain.

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