Twitter looks at on-phone apps to target new pitches

 Twitter has launched a tool that takes into account what apps are on a smartphone or tablet when targeting pitches for other mini-programs people might want. “Installed app category targeting” lets advertisers aim marketing messages at people based on what applications they already have, according to the popular one-to-many messaging service based in San Francisco.

“One of the biggest priorities for mobile app marketers is to reach the people who are most likely to use and love their apps,” Twitter product manager Deepak Rao said in a blog post on Thursday. “With installed app category targeting, you can identify new audiences of high-quality users to target within your existing app category and in related app categories.” The new tool can be combined with other ad-targeting approaches such as using keywords, languages or locations.

Twitter also said it will make available analysis and reporting regarding installed app category targeting to help marketers better orchestrate ad campaigns. The social network late last year introduced the capability to note what apps are installed on smartphones or tablets, saying the information would help personalise Twitter feeds, promoted content, and recommendations regarding accounts to follow. Twitter did not rule out using the information for advertising and said that it gathered no data from inside applications. Twitter has been working to ramp up revenue and win more users amid investors <g data-gr-id="26">worries</g> about its profitability and ability to grow.  

Meanwhile, technology giant Google on Thursday came out with a new feature of its Chrome and Android browser for smartphone users to access Web pages faster, which will be available in India and Brazil in the next two weeks. Separately, it announced the setting up of an independent company, Sidewalk Labs, which will focus on developing new technologies to improve urban life. The new feature, which was launched in Indonesia last month and is available only to smartphones, is designed to make Web pages faster, lighter and a less costly affair. 

“We believe everyone should have fast and easy access to information online. However, many people still have slow and costly mobile connections. In two weeks, we’ll start to roll out a new feature that will help pages load a whole lot faster, while using far <g data-gr-id="36">less</g> data, via Chrome or Android browser from Google?s search results,” Google Search Product Manager Hiroto <g data-gr-id="33">Tokusei</g> told reporters via a video conference. When a user logs onto Google search and clicks on a link, the landing page is optimised using this tool. Similarly, Sidewalk Labs, with a focus on improving city lives for residents, businesses and governments, is an attempt to develop technology combining both physical and digital worlds, Google said in a statement. The new entity will be headed by Dan Doctoroff, the former CEO of Bloomberg and Deputy Mayor of Economic Development and Rebuilding for New York, it added.