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Category:Windows componentsTwitter is getting smarter about promoting, with a new tool letting advertisers pin ads to hashtags.
Twitter on Wednesday introduced Hashtag Attribution, a tool that gives Twitter’s ad platform more information about what kind of ads are getting pinned to hashtags.
Hashtag Attribution also shows marketers how people are interacting with and consuming those pinned ads.
“As a growing number of marketers look to use hashtags to reach a more specific audience, the new Hashtag Attribution tool helps us connect the dots between which hashtags people are using, when they’re using them, and what types of posts and ads they’re seeing in response,” said Rajeev Kurup, product manager of Twitter’s promoted video ads.
Hannah Lee, a product manager at Twitter, said Hashtag Attribution “brings insight into people’s attention on the platform and their views about ads, and how those align with their engagement on Twitter.”
That data lets marketers see what kind of people are consuming their ads, and how much they’re engaging with those ads.
“We’re constantly looking to surface the best creative,” Lee said. “The ability to surface creative like this gives us the ability to determine what our audience is most interested in.”
The tool analyzes “up to 20,000 hashtags and up to five years of tweets,” Twitter said in a statement.
Hashtag attribution is available to advertisers in the U.S. and U.K. and is rolling out to other countries in the coming months, according to Twitter.
The goal is to “give marketers more control over their ads and videos on Twitter,” said Twitter’s vice president of product management, Tomer Barel, in a blog post.
Twitter’s push into more effective ad targeting ac619d1d87
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