AdWeek: MediaMath Adds Twitter Integration; Programmatic ad buying goes social
MediaMath's Twitter Tailored Audience app will allow brands to input their online, mobile and CRM data to make programmatic Promoted Tweets and Promoted Accounts buys. Advertisers can find people who may have interacted with their web or mobile properties and then retarget them on the social network.
"With the proliferation of channels and growing number of devices used by any one consumer, advertisers are increasingly seeking an efficient central operating system to manage all of their multi-channel advertising strategies and activate their data to grow their marketing ROI," said Chris Victory, vp of global business development at MediaMath. "While advertisers want to leverage the tremendous active user base of Twitter, they are seeking ways to buy media against their data and their target audiences."
Because this is a partnership with Twitter, brands do not have to worry that their proprietary information will be used outside of their personal account. However, they will have the ability to see the performances of their ads on Twitter, which can help direct their other marketing decisions.