Twitter (TWTR) Debuts Tailored Audiences from Mobile Apps

Today, we’re announcing tailored audiences from mobile apps, a new way for advertisers to create targetable audience segments based on mobile app actions such as an install, purchase or sign-up.

Tailored audiences from mobile apps can help you drive the highest possible ROI in your app install and app engagement campaigns. You can ensure that your ads are not displayed to users who have already installed your app. And you can augment tailored audiences from mobile apps with look-alike targeting to reach high-value users most similar to those who have your app installed.

In app engagement campaigns, you can use tailored audiences from mobile apps to connect with users at specific stages of your app marketing funnel. For instance, you can target users who have installed your app but have not yet signed up or made a purchase.

With tailored audiences from mobile apps, you can also combine different types of tailored audiences — from mobile apps, from lists and from website visitors — for user acquisition and remarketing strategies to maximize the reach and efficiency of your campaigns.

These audience segments update in real time and allow for easy audience creation, maximum campaign efficiency and minimal ongoing management.

We’ve tested this feature with a handful of brands including mobile rebate company @IbottaApp, and have received positive feedback about how it can help businesses effectively connect with their users:

We’re strong believers in remarketing to our mobile users and are excited to use tailored audiences from mobile apps to encourage our users to sign up, engage, and redeem rebates using the Ibotta app.

Rich DonahueVP Marketing

Users have privacy choices
Twitter users can easily uncheck the box in their privacy settings next to “Tailor ads based on information shared by ads partners,” and Twitter will not match their accounts to information for tailored audiences. We also respect the “limit ad tracking” setting on iOS and “opt out of interest based advertising” setting on Android for tailored audiences from mobile apps.

Get started
Tailored audiences from mobile apps is now available on the Twitter Ads conversion tracking page to all advertisers globally that have enabled conversion tracking for mobile apps, either through Answers or a mobile measurement partner. To learn more, visit our Help Center.