Twitter roundup: Board addition, retargeted ads, DT partnership

|By:, SA News Editor

Twitter (TWTR +4.6%) has added Marjorie Scardino, once the CEO of book/newspaper publisher Pearson, to its board. Scardino is Twitter's first female board member, and also the first with a traditional media background.

The appointment comes shortly after Twitter, already a popular news/media content source for many of its readers, hired NBC News digital chief Vivian Schiller to grow its news partnerships.

Twitter is launching Tailored Audiences, an ad product that allows marketers to deliver Promoted Tweets based on a user's browsing activity on 3rd-party sites. Provided the quality of the retargeting is solid, the product could lift ad prices and click rates for Promoted Tweets.

Facebook has been selling retargeted ads for more than a year via its FBX Exchange, which is increasingly popular with major ad tech platforms. Meanwhile, the FT has reported Twitter is hatching plans for a mobile ad network that will deliver retargeted ads, and which will leverage recently-acquired MoPub.

Twitter is forming a "strategic partnership" with massive German telco Deutsche Telekom. Twitter's apps and widgets will be pre-loaded on Android phones offered by DT in several European markets, and the companies will collaborate on ad opportunities.