Social networking service Twitter is planning to launch individually targeted advertisements using cookies on a pilot basis in the US, an effort to boost revenues from ads without actually increasing the number of ads displayed to its users.
The company’s new service enables advertisers to place groups of website cookies to its ad platform that is in an encrypted form to offer privacy, reports Financial Times.
Twitter would also allow users the option to click on a Do Not Track option.
Adi Mamdar of online rights group Electronic Frontier Foundation (EFF), in a blog-post, said: “We think Twitter is setting an important example for the internet. It is possible to exist in an ecosystem of tailored advertisements and online tracking while also giving users an easy and meaningful opt-out choice. This is in stark contrast to many other advertising and tracking firms.”
Revealing the pilot, Kevin Weil, senior director of revenue products at Twitter, in a blogpost, said: “Users won’t see more ads on Twitter, but they may see better ones.”
Research firm eMarketer estimates Twitter to generate $582m in advertising revenues in 2013.