The second new targeting option, User ID targeting, allows delivery of ads based on a user's public profile data. This is a somewhat novel approach, since many digital marketers are conditioned to avoid identity-based advertising. As such it seems uniquely suited to the open, public and identity-based nature of the Twitter platform. Facebook, in contrast, is mostly closed, so reaching users by public identity is a rare differentiating feature of Twitter's ad platform, which has often mimicked options already available through Facebook.
The new audience-targeting features in Tailored Audiences have already been integrated with Twitter's Ads API, Twitter said in its blog post, and can be purchased through API partners such as Optimal Social, Unified Social and Shift.
Twitter had initially planned to launch CRM and Twitter ID targeting last month, when it unveiled website retargeting, but thought it would confuse the marketplace. By packaging website retargeting together with CRM targeting, Twitter is once more following in Facebook, whose Custom Audiences program already bundles the approaches.