Tailored Audiences

 

Overview

There are three ways for partners to create Tailored Audiences.

• WEB
• CRM
• MOBILE
• FLEXIBLE

Please note that you cannot exclude lookalike tailored audiences from targeting. Additionally, you cannot target both a tailored audience and a tailored audience lookalike on the same ad line item (ad group).

Audience management

Audiences can be managed via audience partners and Ads API partners. We offer a series of endpoints in the API to access and maintain tailored audiences.

For tailored audience information, we offer 2 endpoints:

• GET accounts/:account_id/tailored_audiences
• GET accounts/:account_id/tailored_audiences/:id

For tailored audience CRM management, there is a multi-step approach that involves uploading the audience list and then calling another API endpoint to affect an action with that uploaded data (see Tailored Audience File Data). There are several endpoints that enable this.

• Generate an audience list file, using the data hashing and normalization outlined in Tailored Audience File Data.
• Upload the audience list using the TON API. Please use the bucket name ta_partner.
• Create a new placeholder audience with the POST accounts/:account_id/tailored_audiences endpoint.
• Change an audience by adding, replacing or deleting records based on an uploaded audience file using the POST accounts/:account_id/tailored_audience_changes endpoint.
• Checking the status of changes can be accomplished with the GET accounts/:account_id/tailored_audience_changes and GET accounts/:account_id/tailored_audience_changes/:id endpoints.
• An audience may be deleted using the DELETE accounts/:account_id/tailored_audiences/:id endpoint.
• Finally, advertisers can maintain a global opt out list that spans all of their audiences by using our PUT accounts/:account_id/tailored_audiences/global_opt_out endpoint.

Processing Times

Generally speaking audience changes are processed in batches that run every 6-8 hours. While an audience change is processing the existing audience to be updated is unaffected. We do not recommend making more than one update for additions and one update for removals per audience within this timeframe.

Targeting

An audience can only be targeted if it matches at least 500 users active within the past 30 days on Twitter-owned and -operated clients. GET accounts/:account_id/tailored_audience_changes/:id will indicate if an audience may not be targeted because it matches too few users.

WEB

We offer a standard cookie matching process when working with MPP audience partners to identify segments to target against media buying on Twitter.

Setup Steps

How it works?

CRM

Audience or API partners provide a list of hashed identifies and Twitter performs a match and produces segments that are made available against media buying on Twitter.

How it works?

MOBILE

Please see the Tailored Audiences from Mobile Apps blog post for details.

FLEXIBLE

Flexible audiences give advertisers the ability to build and save audience combinations based on existing tailored audiences or subsets of existing tailored audiences. Subsets of a tailored audience’s members can be targeted based on the recency and frequency of interaction.