Tailored Audiences signal Twitter's ad seriousness Twitter's new Tailored Audiences ad unit allows marketers to retarget users on Twitter's mobile application using data from their desktop Internet activity. Twitter has worked with major tech firms such as AdRoll to develop this system, and ad executives say it shows how Twitter is moving beyond an "insular" approach to advertising. "Everyone is getting into the cross-device arena. Twitter obviously is making sure it's ahead of the game," said Layton Han, CEO of private ad exchange Adara. Adweek (12/5)  | You're Invited!
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 | Twitter picks former Pearson CEO as first female board member Twitter has added Marjorie Scardino, former CEO of Pearson, to its board of directors. Scardino will be the first woman to join Twitter's board, but tech pundits didn't rush to applaud the move. "[S]uch efforts should not require a big cheering section. They should be done without having to be told or, in this case, scolded," Kara Swisher writes. Business Insider (12/5), All Things D (12/5)  | Download: The Display Advertising Playbook
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 | Why MasterCard wants all of its employees to get social MasterCard has ramped up its social media outreach in the past few years, building a strong Twitter following and assembling a "newsroom" at its New York headquarters. Now the company wants to get its 7,500 employees talking about the brand on social sites. "We work hard to get third parties to advocate on our behalf, but it's important that we don't overlook our own employees and let them know it's OK to tweet and comment and share. Not only is it OK, it's encouraged -- that's a big focus for us in 2014," MasterCard's Marcy Cohen says. Digiday.com (12/6) More than 27,000 use Starbucks' Twitter program to buy a friend coffee More than 27,000 people have taken advantage of Starbucks' "@tweetacoffee" program to gift a Starbucks drink to others since the program launched on Oct. 28. "Here's proof that direct-response [marketing] works on Twitter," said Saif Ajani, co-founder of Keyhole, which tracked the usage and estimated $180,000 in sales for Starbucks through the campaign. Mashable (12/5) | Study: Brands' best bet for social media is Instagram Instagram beat out Facebook, Twitter and Google+ in a study comparing how major social platforms work for brands. "With increases in fan/follower engagement nearly three times that of other networks studied, Instagram is the clear winner for 2013," said Dan Atkinson, CEO of SumAll, which analyzes social actions and carried out the study. The SumAll report notes that Instagram had the most new followers this year, and it saw high user engagement and revenue. VentureBeat (12/5) | Tips for brands on Google+ Hangouts Hangouts and other Google+ events are a smart way for brands to reach new audiences, but be sure to promote the event properly, writes Peg Fitzpatrick. Use custom images and Google+'s built-in event-management tools to build buzz without spamming your followers, Fitzpatrick advises. Peg Fitzpatrick blog (12/5)  | Canon imageFORMULA DR-C125 Document Scanner
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 | The desolation of R. Kelly Actor Benedict Cumberbatch gave a dramatic reading of R. Kelly's steamy rap hit "Genius" on Jimmy Kimmel's show this week. "Naturally the video went viral this morning because the internet loves R. Kelly and Cumberbatch is the king of Tumblr," Angela Watercutter writes. Wired.com (12/5) |  | The tech industry -- and, more specifically, Silicon Valley -- continues to stumble forward in earnest about how few women are represented in its top ranks of management and on its boards." | | | Please contact one of our specialists for advertising opportunities, editorial inquiries, job placements, or any other questions.
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