So, how does it work? Based on an exchange of information from Twitter and Datalogix user databases, the companies can “swap” hashed IDs, generate a match and create a key so both sides can talk to one another in a way that personally identifiable information is not disclosed, Datalogix says.
“That’s how we can get the impression data from them and, on the other side, we have relationships with about 1,500 different retailers and there, we have more traditional database marketing and CRM matches,” Roza added.
Datalogix has supported conversion tracking for Facebook advertisers for going on a year.
When asked how Twitter’s developing march toward monetization compares with its extensive work with Facebook, Roza said, “They’ve been thoughtful about delivering on what makes [them] unique, even to the point of structuring – ‘What are the ad units there?’ ‘How do you pay for them?’ ‘What kinds of messaging is going to work and not work?’"
In a blog post, Twitter product manager Ameet Ranadive also stressed users’ ability to opt out. He said Datalogix only aggregates anonymous user data and that data received from Twitter is not integrated into existing individual user data sets.
Meanwhile, Twitter continues its apparent push into data-driven ad products, with its delving into website retargeting and email database matching in early July. Twitter's also debuted things like lead capture forms for marketers in-stream.