Date
11 December 2017
Twitter's new app tracking feature will enable it to tailor content for targeted marketing and advertising. Photo: Bloomberg
Twitter's new app tracking feature will enable it to tailor content for targeted marketing and advertising. Photo: Bloomberg

Twitter to track mobile apps for targeted ads

Twitter Inc. will start tracking applications on mobile devices to help tailor content including marketing messages.

The feature, called “app graph,” will help provide more relevant advertising and improve suggestions on which accounts to follow, Bloomberg reported Friday.

However, it will collect information from within the apps.

“To help build a more personal Twitter experience for you, we are collecting and occasionally updating the list of apps installed on your mobile device so we can deliver tailored content that you might be interested in,” the company said in a statement.

Twitter, under pressure from investors over concerns user growth is slowing, is adding features to help it attract and keep new users.

Monthly active users 23 percent to 284 million in the third quarter, down from 24 percent growth in the prior period, the report said.

Chief executive Dick Costolo has replaced several top executives this year, including his chief operating officer, and appointed a new chief financial officer and head of product.

Twitter said people can opt out of the tracking by going into app settings for Apple Inc. iPhones and smartphones powered by Google Inc.’s Android software.

Earlier this month, Twitter said it plans to roll out an “instant timeline” to let consumers see what’s happening on the site without having to first follow people.

The company is also working on new mobile applications and will simplify the sign-up process and better organize content around geography and events.

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