But Josh Boaz, managing director and co-founder of Direct Agents, a digital agency whose client list includes Amazon, eBay, Samsung and Allied, noted that Twitter’s move makes Tailored Audiences into a more robust offering than Facebook’s.
“With Twitter’s new functionality they are increasingly creating an ad platform that competes with and in some ways surpasses Facebook’s,” Boaz told AdExchanger.
In addition to building audience off of phone numbers, advertisers can also use Apple iOS and Android mobile IDs to get the job done by looking at which apps a user has installed or what action they’ve taken within an app. Alternatively, rather than go it on their own, advertisers, can choose to work with one of Twitter’s Ads API partners, a list that includes Adaptly, Fiksu, SocialFlow, Sprinklr and The Weather Company.
One question that comes to mind regarding using phone numbers to target Twitter users is: How many Twitter users have actually shared their phone numbers? It’s a difficult question to answer considering Twitter doesn’t make that number publicly available.