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Twitter, Facebook and LinkedIn offer new ways for advertisers to reach users
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The world’s biggest social media platforms have expanded their advertising offerings beyond their own platforms to third-party websites and apps, monetising their data at scale in an effort to compete with Google. Their approach is primarily two-fold: improving audience profiling; and providing advertisers with access to an individual’s anonymised social media profile ID to track them across devices and across channels outside of the social platform.
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Twitter
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Twitter recently introduced a new offering that allows advertisers to select from more than 1,000 partner audiences provided by service providers Acxiom and Datalogix, in the Twitter ads user interface. This allows advertisers to target specific Twitter audiences, as the company clarified in a 5 March blog post:
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“By using a partner to provide the desired audience, an auto brand can connect with audiences that are in-market for a new car. A CPG company can reach customers that have previously purchased products in their category. And luxury brands can limit campaigns to shoppers who earn a household income above a certain threshold.”
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This offering comes on the back of the micro-blogging platform’s 2014 launch of Fabric, a suite of products that allows mobile developers to integrate Twitter feeds into their apps and sites so that advertisers’ promoted tweets appear across apps and websites while still feeling native to the particular app or website. In other words, social advertising is no longer confined to the Twitter platform.
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Facebook
Late last year, Facebook re-launched Atlas after buying it from Microsoft in 2013. Atlas allows advertisers to target Facebook users across devices and channels, on apps and websites outside of the Facebook ecosystem. Atlas tracks a full customer journey, from initial ad impression to final purchase, across multiple devices. This is an important development for advertisers, as a significant proportion of online purchases are made on a different device from the one on which the relevant advert was first viewed.
Rather than use cookies, Atlas uses Facebook’s persistent ID, which enables the tracking of a user across mobile and desktop and enables advertisers to use Facebook’s data and knowledge of individuals in order to target consumers across third party websites and apps.
In February, Facebook expanded Atlas and announced new partnerships with customer relationship management agency Merkle and software company Mediaocean, which join Havas, Omnicom and Publicis’ tech arm VivaKi. Between them, these five companies control tens of billions of pounds in ad spend.
Alongside Atlas, the Facebook Audience Network (similar to Twitter’s new partner audiences) allows advertisers to target audiences based on demographic and behavioural data, primarily on Facebook itself.
LinkedIn
On the heels of Facebook is LinkedIn, which launched its Lead Accelerator and new Network Display in February. With more than 300 million professionals registered, LinkedIn is well placed in the business-to-business marketing industry, which is reported to be valued at $1bn.
Lead Accelerator, similar to Facebook’s Audience Network and Twitter’s partner audiences, allows businesses advertising on LinkedIn to divide their audiences into segmented groups and find out more about visitors to their LinkedIn pages based on login data.
Network Display, similar to Facebook’s Atlas, uses both user login data and other profile identifiers to target LinkedIn users outside of the platform. Thanks to its partnership with AppNexus, LinkedIn has access to a vast number of third party publisher sites on which it can target LinkedIn users.
Related: Advertising industry wages war on bots to combat online ad fraud
Expanding advertising offerings beyond the boundaries of social media’s own ecosystems
In the last six months, a general trend has emerged among leading social media platforms to expand their advertising offerings beyond the boundaries of their own ecosystems by using their unique relationships with end-users and their data to deliver targeted advertising to third-party website and apps which is effective across multiple devices and channels, allowing advertisers to follow the full consumer journey from start to finish.
Digital marketing which is social is no longer just about advertising on the social platforms themselves but about using data and expanding the reach of social into other areas of an end user’s online experience.
Adam Wright is an associate in the commercial team at Olswang, focused on the advertising and technology sectors. He contributes to ADTEKR.com, where this article was originally posted.
This advertisement feature is provided by Olswang, sponsors of the Guardian Media Network’s Changing business hub