Twitter is said to be readying an ad exchange that would let marketers
target ads directly at users who have visited their Web sites.
According to AdAge,
Twitter is hoping to challenge Facebook’s own so-called re-targeting
exchange, otherwise known as FBX. AdAge cited sources familiar with the
Since at least late last year, the company has met with several FBX
partners who are well-versed in locating on Facebook people who had
previously visited a brand’s site and retargeting them with non-standard
display ads on the social network, in hopes of luring them back to the
brand site. It works by by pinging a partner when a cookied user visits
Facebook so that the partner can bid to target ads to that user on the
social network. The talks are early but ongoing, and Twitter has not
briefed potential partners on a planned launch date.
If the AdAge report is accurate, the move would be Twitter’s latest attempt to bolster its advertising program,
its main source of revenue. The company’s success at making money
through advertising is thought to be a key to whether it pursues an IPO,
which some say could happen as early as next year. Twitter did not
immediately respond to a CNET request for comment.