Twitter (TWTR) Debuts Language Targeting for Advertisers

Twitter (NYSE: TWTR) Group Product Manager, Revenue, Nipoon Malhotra, made the following announcement on the company's business blog Wednesday:

Twitter is a platform where users from across the world come together to engage in live, public conversations. Advertisers can participate in these conversations by connecting with users that have diverse backgrounds and interests.

Advertisers can now target Promoted Tweets and Promoted Accounts in languages that their audience understands, while users are eligible to see highly relevant ads in their language. Along with language-specific analytics, this targeting is available to all advertisers globally and through our Ads API.

Language targeting can benefit marketers who want to reach a global audience with language-specific messaging, or who are in countries where large populations speak multiple languages. For example, an advertiser who wants to Promote Tweets to Italian-speaking soccer fans during the World Cup can use Italian language targeting to reach the right users around the world.

Advertisers can also use language targeting in conjunction with our robust suite of targeting options based on interest, keyword, gender, geo or tailored audience segments. For instance, a travel brand that wants to reach Spanish-speaking travelers in the U.S. can combine U.S. geo-targeting, travel-category interest targeting and Spanish language targeting to effectively connect with their target audience.

We use a number of different signals to determine a user’s language, including the language selected in a user’s profile settings and the languages that correspond to a user’s activity on Twitter. A user can be targetable by multiple languages if we infer that a user is multilingual.

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