With an aim of providing more relevant ads to its users, Twitter is all set to introduce a new system for this purpose on its site. This fresh approach will replace the sponsored tweets which the micro-blogging site has been sending out to users for quite some time now. It has been described as an experiment however, and has only been announced for those residing in the US for now.
What the site will do is that it will tailor its advertising based on the content that a user accesses daily. This way, those who employ Twitter will be proffered ads particularly from those businesses which they’ve shown interest in. And for performing this action, the site will make use of the new model which gains browser cookie IDs and scrambled email addresses to determine the target audience.
This way, those who’ve visited a particular website are more prone to receive advertisements from that business. Kevin Weil, who’s the senior director of product for revenue over at the San Francisco-based company has disclosed details regarding this new policy through a blog post. Moreover he has also made sure to mention that the site will still feature its ‘simple and meaningful privacy options’ which can be used by tweeters to opt out of the policy if they’re not comfortable with having their browsing information accessed.
They can do this by unchecking the box next to the ‘Promoted content’ section of their Account Settings on the site. With this done, the company will no longer be able to match their accounts with the information shared by its ad partners for tailoring ads. Furthermore, if users have Do Not Track (DNT) enabled on their browsers, no browser-related information will be utilized by the site.
As mentioned above, this new ad policy by Twitter is only aimed at the US right now, and it’s still being described as an experiment.