Twitter has announced that on March 31, 2015, they are changing their privacy policies for conversion tracking and custom audiences. The changes being made will impact any advertiser who is using either of these two products, so let’s review the specifics around these changes and what advertisers should prepare to do within the next few days.
There are also a few smaller changes, such as restricting uses of tailored audiences or conversion events which could potentially be using or expose sensitive information or personally identifiable information (PII). It also prohibits use of these tactics on children under 13 (to adhere to COPA rules) and if subject matter, product or service violates Twitter’s ad policies (such as misleading or deceptive ads, or adult products).
Why is Twitter making this change?
A second reason appears to be how they intend to use the data they’ve been collecting. Twitter now wants to be able to use conversion data and tailored audience data to target users (while not exposing any PII). They believe this will help improve the user experience because it will enable better targeting predictions, provide more look-a-likes for tailored audiences, and help optimize campaigns. The goal to use the data in this way is evident from their opt-out options for advertisers.
The two opt-out options are:
What should advertisers do now?
There are 2 different actions you as an advertiser need to plan for regarding the change:
If you have any questions about what option is best for you as an advertiser, please reach out to your iProspect team for assistance and they will work with your Twitter account team to ensure compliance and privacy.