News Byte: Twitter Partners With Datalogix and Merkle
Merkle and Datalogix both announced partnerships with Twitter today that will bolster targeting capabilities of the social network's Tailored Audiences Option for advertisers.
The partnership expands the scope of Datalogix's OnRamp service by allowing marketers to reach current or potential customers on Twitter through an anonymous match of postal address, email, or other data from their in-house customer files. “The power of the DLX OnRamp paired with Twitter's reach and timeliness across the mobile landscape mean that brands can now share highly relevant messaging with precisely those consumers who are most interested,” says Datalogix CEO Eric Roza.
Merkle's CRM service will also offer similar targeting solutions to advertisers that leverage first-party data such as email addresses. “We see Twitter's Tailored Audiences Solution as a clear manifestation of addressability at scale that is afforded by the digital audience platforms,” says Merkle EVP and CMO Craig Dempster.