Twitter today expanded its ad targeting capabilities by allowing marketers to now more granularly segment audiences on mobile (iOS and Android) by operating system version, device, and Wi-Fi connectivity. Before, the company had only offered the option to identify users by operating system alone, on mobile. The change is an important one, given that 76 percent of Twitter’s install base of 230 million worldwide users access the social service using a mobile device.
The company announced the changes to the ad targeting on its company blog today, also noting that along with the additional capabilities comes an improved analytics dashboard for managing and analyzing the effects of various campaigns.
While for general purposes, knowing whether a customer is an iPhone or Android user can help those promoting mobile apps, there are also scenarios where apps won’t even run on older versions of either the Android or iOS operating system, which…
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