Twitter Set To Launch FBX-Like Retargeting Ad Exchange [Report]

Twitter logoIn its latest effort to beef up advertising offerings, Twitter is aiming to get in on the rise of retargeting and programmatic, real-time ad buying. The company is  gearing up to launch a new ad retargeting exchange that would function much like the successful Facebook Exchange (FBX) and allow brands to retarget ads to site visitors when they are on Twitter.

According to a report from AdAge, Twitter has been looking into the ad exchange idea since last year and meeting with FBX partners to learn about their approaches to retargeting on Facebook. No launch dates have been discussed, and Twitter would not comment on the matter.

In addition to the traditional ad exchange buying process in which brands must go through an approved partner, Twitter is eyeing the possibility of allowing brands to buy ad inventory on Twitter’s exchange directly. AdAge says Twitter has discussed the idea with at least one multi-channel retailer.

Twitter launched its Ads API in February of this year to allow automated ad buying through third-party partners like Hootsuite and Adobe. The ad exchange would further strengthen Twitter’s real-time ad buying options for brands and open inventory to retargeting, which brands have been embracing as they’ve seen success with other ad exchanges.

While Twitter’s 200 million active users are a fraction of Facebook’s billion-plus, Twitter’s audience and targeting capabilities, which now include keyword targeting, will likely appeal to brands looking to expand their retargeting efforts and programmatic ad buys. And, while, FBX tends to be e-commerce-centric, Twitter could open up interesting opportunities for lead-gen brands on its exchange if, for example, it integrated the new Lead Generation Card that’s been tested by brands like Priceline, New Relic and Full Sail with its promoted tweet inventory.

Related Topics: Channel: Social Media Marketing | Display Advertising: Programmatic Media Buying | Retargeting & Remarketing | Social Media Marketing | Social Media Marketing: Advertising | Top News | Twitter | Twitter: Advertising

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About The Author: writes about paid online marketing topics including paid search, paid social, display and retargeting. Beyond Search Engine Land, Ginny provides search marketing and demand generation advice for ecommerce companies. She can be found on Twitter as @ginnymarvin.

Connect with the author via: Email | Twitter



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  • Larry Kim

    Twitter and yahoo should partner on ads

  • Pat Grady

    Attribution ecstasy, and I don’t mean the emotion.

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