Essentially, Twitter now can access consumers and prospects who express intent outside the four walls of its own social platform.
Twitter has followed in the footsteps of Facebook's audience buying road map previously -- namely through the Facebook Exchange (retargeting), Partner Categories (third-party segments) and Custom Audiences (CRM hooks).
According to Twitter, inbound marketing technology company Hubspot recorded 45% uplift in engagement rates among visitors who had visited its Web properties and who had interacted with the Promoted Tweets campaigns through Tailored Audiences. Gaming tech company Krossover is also a beta advertiser. More to come.