Twitter Inc. is releasing a tool that makes it easier for advertisers to find their customers who also use the social-messaging service.
The feature will let marketers review e-mail addresses to identify and target users who match up with a company’s own customer lists, San Francisco-based Twitter said in a blog post today.
Twitter is working to help advertisers target its 200 million members as the microblogging site seeks to reach $1 billion in sales by next year. The customer-matching option steps up competition with Facebook Inc. for social-network advertising revenue, which is set to grow 32 percent this year to $9.08 billion, according to EMarketer Inc.
Chief Executive Officer Dick Costolo has expanded ad tools this year ahead of a widely anticipated initial public offering. While Costolo hasn’t discussed timing and has said that management isn’t concentrating on a share sale, money from a public debut could be used to fund an expansion and give early investors a way to realize financial gains from their holdings.
In June, Twitter struck a deal to provide data to WPP Plc (WPP), the world’s largest advertising company. The partnership will help improve WPP’s media and analytics products.
Facebook’s custom-audience service, rolled out at the end of 2012, lets advertisers send messages to users with whom they have an existing relationship, matching them up via e-mail addresses and phone numbers.
To contact the reporters on this story: Lisa Rapaport in New York at email@example.com; Douglas MacMillan in San Francisco at firstname.lastname@example.org
To contact the editor responsible for this story: Pui-Wing Tam at email@example.com