The user experience, the ad creative and the targeting criteria will be the same for logged-in and logged-out users alike, said Deepak Rao, a revenue product manager at Twitter.
“We directly target the millions of Twitter users who don’t log into Twitter using the same social behavior targeting signals that you use today in the Twitter app,” Rao said. “For users who are visiting Twitter but are not logged in, we look at what tweets they are consuming and what accounts they are interested in. This behavior gives us a great picture of who a person is and what they are interested in.”
Although promoted tweets and videos won’t be visible in Google search results, logged-out users who click on Google search results will be taken to a logged-out version of Twitter, where they’ll have the opportunity to see ads, Rao said.
The goal of the test is to help advertisers on Twitter boost their campaigns by driving additional clicks, conversions or video views, depending on the ad product.
It’s a “big step for our ads business,” said Rao, because it expands Twitter’s reach beyond the constraints of monthly MAUs.
“Twitter is ubiquitous – people read tweets in the Twitter app, in thousands of other apps, online, on TV, in newspapers and in a multitude of other places,” he said. “By monetizing this audience, we’re more than doubling the unique audience that a marketer can reach on Twitter.”
Monetizing logged-off users has been on the road map for some time. Way back in July 2014, former CEO Dick Costolo told investors during the company’s Q2 2014 earnings call that Twitter was planning to “invest in maximizing the size” of its audience, with logged-out users comprising a cornerstone of that strategy.
At the end of August, Twitter expanded its ad syndication capabilities with the beta launch of the rebranded Twitter Audience Platform (TAP), formerly known at the Twitter Audience Network. The move enables advertisers to expand their ad campaigns from Twitter to a broader audience of roughly 700 million people across Twitter’s owned-and-operated properties, as well as on third-party apps and sites, through an integration with MoPub, Twitter’s mobile exchange.