Twitter now letting marketers target mobile ads by device, OS version and Wi-Fi

The new controls are designed to let advertisers reach the right people

If you're using Twitter on the new iPhone 5S you might start seeing different ads than someone accessing the site with the older iPhone 4.

Twitter on Wednesday said that it would begin giving advertisers more targeting controls to serve different ads to people on mobile devices based on the OS version they're using, their specific device, or even whether they're on Wi-Fi. Previously, Twitter's advertisers could only target users based on their OS.

More than three quarters of Twitter's 230 million users access the site on mobile devices, according to the company. Twitter also generates the majority of its revenue through advertising, so giving advertisers more flexibility on mobile is critical for its success now that it's gone public.

The new mobile targeting controls, Twitter said, should help advertisers reach the users who are most important to them. Different types of people tend to use different phones, and may be more receptive to certain ads than others, Twitter seems to be saying.

"All marketers can focus their campaigns on users with device models that are indicative of demographics which align with their campaign goals," Twitter Ads Product Manager Kelton Lynn said in a blog post.

Telecommunications marketers can promote loyalty and reward cards to users on specific devices, or reach new customers on older devices, Twitter said.

Twitter is also launching some new reporting analytics tools to give marketers better information about the successfulness of their campaigns across different devices and OSes.

Growing its advertising business and its user base have been cited by analysts as two of Twitter's biggest challenges as a public company. Twitter has yet to turn a profit -- its loss was roughly US$79 million last year, its IPO documents showed.

Zach Miners covers social networking, search and general technology news for IDG News Service. Follow Zach on Twitter at @zachminers. Zach's e-mail address is zach_miners@idg.com

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Zach Miners

IDG News Service
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