Thu, 04 Jul 2013 16:30:00 GMT | By Reuters

Twitter begins cookie-based ad targeting

Twitter will allow retailers to attach anonymous versions of their customers' email addresses, known as hashes, to Twitter's advertising engine to individually target their customer base


Twitter begins cookie-based ad targeting (© Reuters)

San Francisco: Twitter Inc said Wednesday it would begin showing individually targeted ads using cookies, an effective online tracking technology that has also fuelled concerns about internet privacy.

Twitter is only the latest Web company to use cookies, which have been deployed for years by firms like Google Inc, Facebook Inc, Amazon Inc and practically every other major website. These small files, placed on Web surfers' computers, contain bits of information about the user, such as what other sites they have visited or where they are logging in from.

In the case of Twitter, the company will further allow retailers to attach anonymous versions of their customers' email addresses, known as hashes, to Twitter's advertising engine to individually target their customer base.

Privately owned Twitter, valued at close to $10 billion by investors, has ramped up its advertising capabilities ahead of a widely expected initial public offering in 2014.

(Continued)
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