Chango, a programmatic advertising platform that connects marketers with their exact target audience has signed a partnership with Twitter, a social networking and micro-blogging website, to enable marketers with new and powerful targeting options using “tailored audiences.”
Twitter's tailored audiences enable marketers to work with ad partners such as Chango to define specific audiences outside of Twitter and then connect with them on Twitter. This allows marketers to conduct outbound marketing campaign efficiently. It helps marketers to increase sales, improve customer service, and much more.
With this integration for the Chango platform, the dots between data and media for programmatic advertising can be connected.
Chris Sukornyk, founder and CEO of Chango said in a statement, “Twitter has quickly become the real-time voice of the planet. These new targeting capabilities, combined with our background in real-time advertising and our vast quantities of data, greatly augments the ability of marketers to engage very specific audiences wherever they may be."
Using Chango's database of hundreds of millions of individuals – updated in real-time with behavioral, intent and search data, the company helps marketers segment and target Promoted Tweets and Promoted Accounts to custom tailored audiences.
When an auto manufacturer wants to start a Twitter conversation with anyone that has recently searched for “car reviews” on Google, Chango identified this audience using the billions of searches taking place on Google, Yahoo! and Bing. As the tailored audience has been developed, it is made available within the Twitter ad platform.
With this agreement, Chango has become one of three ad partners selected by Twitter.
Some advertisers saw a lift in engagement as high as 170 percent by segmenting and optimizing their audience, wherever they may be.
This agreement enables marketer to effectively ‘retarget' an individual with a Promoted Tweet or Promoted Account. It will allow retailer to deliver a message to any individual that recently completed a purchase – asking them for feedback and perhaps to share their story of “unboxing” the product with their followers. This technique is useful for marketers that want to engage and amplify a conversation with their most loyal customers.