Twitter to target ads based on apps on smartphone

Thanks to a new tool Twitter can take into account what apps were on a smartphone or tablet when targeting pitches for other mini-programs that users  might want.

According to the popular one-to-many messaging service based in San Francisco, ''Installed app category targeting'' allowed advertisers to pitch marketing messages at people on the basis of what applications they already had.

"One of the biggest priorities for mobile app marketers is to reach the people who are most likely to use and love their apps," Twitter product manager Deepak Rao said in a blog post yesterday.

"With installed app category targeting, you can identify new audiences of high-quality users to target within your existing app category and in related app categories."

The new tool can be used in combination with other ad-targeting approaches such as using keywords, languages or locations.

Twitter further said it would provide analysis and reporting regarding installed app category targeting to allow marketers to better orchestrate ad campaigns.

Late last year, the micro blogging network introduced the capability to note what apps were installed on smartphones or tablets, saying the information would help personalise Twitter feeds, promoted content, and recommendations regarding accounts to follow.

Twitter had been working to ratchet up revenue and win more users as investors worried about its profitability and ability to grow.

The new type of targeting would now be available to all Twitter advertisers around the world who were running mobile app campaigns on both iOS and Android.

Some users would not like advertisers getting even more information about the way they used their mobile phones, though the update could mean the ads users got to see were actually more relevant to them.

However, users who would prefer their app installs not to be tracked, could always disable the ''Tailor Twitter based on my apps'' option from the settings menu on iOS and Android.