- In a blog post Thursday, Twitter introduced new "partner audiences" available to advertisers that will target users based on off-site purchase intent.
- Advertisers will now have access to 1,000 audiences compiled from big data marketing partners Acxiom and Datalogix.
- Nestle's Butterfinger brand, which already tested out partner audiences, saw a 52% rise in engagement compared with overall performance in 2014.
The addition of partner audiences is another step—like the new ROI tracking tools and embeddable videos—for Twitter to leverage its off-site influence. Advertisers have plenty of other options when it comes to social advertising, so Twitter needs all the power it can muster to increase, and measure, ROI. One thousand audiences is an impressive addition to targeting options—the struggling social platform hopes it will help draw advertisers.