Inside The Company That Powers Twitter's New Tailored Audience Program

Twitter's new Tailored Audiences product lets advertisers show Promoted Tweets to people who have expressed interest in their brands elsewhere on the web.

Nobody likes to feel like their web activities are being blatantly tracked, particularly not by marketers. So Twitter is experimenting with a more subtle way to get brands in front of its users with a new product called Tailored Audiences. The idea behind Tailored Audiences is simple: If a customer expresses interest in a brand somewhere other than Twitter--say, the brand's website--chances are they'll respond positively when shown a relevant Promoted Tweet from the same brand on Twitter. In the best case, that customer will be more likely to purchase a product or service sold by that brand.

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