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Twitter gobbles up more cookies with retargeted ads, says users have privacy choices

Zach Miners | Dec. 6, 2013
Twitter will start delivering targeted ads on mobile devices based on Web browsing data.

"While we want to make our ads more useful through tailored audiences, we also want to provide simple and meaningful privacy choices to our users," said Twitter product manager of revenue Abhishek Shrivastava.

Twitter already has its hands in the cookie jar. Last year, the company started tracking users' activity on select outside websites to give them tailored suggestions for whom to follow on the site. The suggestions were also based on accounts followed by other Twitter users.

Since then, other reports have identified some third-party applications like Twitter Disconnect to thwart tracking.

But as a public company now, Twitter faces rising pressure to further monetize its services and turn a profit, which it has yet to do. So its efforts to scale up its advertising are not likely to slow down, especially on mobile devices.

Although the company generated US$317 million in revenue last year, its loss was about $79 million. The company, however, has already found success with mobile advertising: In the first six months of this year, more than 65 percent of its advertising revenue came from smaller screens, the company revealed in its IPO documents.

 

 

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