Dive summary:

• Yesterday on the Twitter blog, it was announced that gender targeting for Promoted Products is now available. 
• The blog post says: "A panel of human testers has found our predictions are more than 90 percent accurate for our global audience. And where we can't predict gender reliably, we don't –– and those users won't be targetable through this feature."
• This is the latest targeting feature, after rolling out geo, interest, and mobile.
   

From the article:

We’ve frequently heard from marketers that you’d like to be able to target your Promoted Products campaigns by gender. It’s a tough feature for us to pull off since we don’t ask people to share their gender on Twitter, and some people don’t identify themselves by gender anyway. Further, we’re not aware of any “male” or “female” businesses or organizations.

Despite these factors, we believe there’s value to having more contextual signals, including gender, so that messages reach the most relevant audience. Just as marketers don’t want their ads to reach people who aren’t interested in their message, people don’t want to see mistargeted ads.