Being ahead of the curve means sometimes we find ourselves in a position where we’re talking about technologies and trends that haven’t really hit the mainstream yet, but make total sense to us. It’s our favorite kind of ‘innovator’s dilemma’. Do we ignore where we’ve been successful and talk about where we’re going instead?
It’s for this reason that we’re so excited when we see great reporting about marketing technology that we live and love! Yesterday, Twitter announced that they had made an update to their Tailored Audience offering that lets advertisers improve their customer data by using mobile advertising IDs and mobile phone numbers in order to improve the way they reach existing customers and grow their reach. It’s their version of CRM retargeting, and today, it got some great press! Here are three really great pieces with different perspectives:
1. AdExchanger: Twitter Rolls Out Lookalike Audiences, New Mobile Ad IDs, Targeting By Phone Number by Allison Schiff
2. VentureBeat: Twitter refines its targeted ads in a new update by Ruth Reader
3. MediaPost: Twitter Expands Audience Targeting Tools by Gavin O’Malley
(We were lucky enough to be quoted in the latter two)
Of course, we offer a similar platform, called LiveAudience, that also leverages hashes and cookies to reach matched audiences. Instead of merely running on one publisher (Facebook and Twitter being singular publishers), our platform allows brands to reach their customers using this CRM data across hundreds of publishers.
So, we are obviously thrilled that the conversation about CRM retargeting, which we believe is the future of marketing and an investment in the post-cookie world, is starting to gain mainstream traction.
