Twilio Segment’s latest investments in AdTech

Challenges faced by digital advertisers

It’s safe to say, advertising online in 2024 is not an easy task. Whether strategizing to boost customer match quality, attempting to combat signal loss, or simply trying to stand out amongst the increasingly crowded digital space, digital advertisers have more to consider than ever before. And that’s before factoring in that increased transparency in advertising is here to stay, so its ramifications don’t start and end with the moving target of cookie deprecation. 

Privacy-backed personalization

The future of advertising online will hinge on a digital strategy that’s both secure and flexible. That’s why at Twilio Segment, we’re innovating for the future of advertising, while giving marketers control today. By taking an integrated approach to addressing the key challenges in today's AdTech landscape, Segment offers robust privacy controls without sacrificing personalization. Digital advertisers using Segment can combine real-time, first-party data with easy to use AI/ML (with proven results!) for better targeting, higher customer LTV and improved ROAS. 

Accelerating results with Twilio AI

Twilio AI Recommendations Traits (General Availability): Earlier this year we launched Twilio AI Recommendations, enabling marketers to build audiences based on which specific product, brand, or product category their customers are most likely to purchase. This quarter, we’re expanding support, so marketers can save these Recommendations as Traits on a customer profile.

New support for DSPs

Google Display and Video 360 (Actions) (General Availability): Google DV360 joins our suite of Actions Destinations that offer additional flexibility and privacy in how data is shared to the platform. Sync Engage audiences to DV360 for centralized audience management and improved programmatic campaigns through Google’s network of display and video properties. 

Amazon Ads DSP + AMC (Public Beta): This new integration with Amazon Ads allows marketers to use rich, trusted first-party data in campaigns across the Amazon ecosystem (including Whole Foods, Twitch, Prime Video) based on attributes & audiences defined in Segment. Support for Amazon Ads Clean Room coming soon. 

Expanded audience functionality

Updates to Facebook Custom Audience (Public Beta): Warehouse-first customers can now sync their audiences from their data warehouse straight to Facebook Custom Audience using Segment’s Reverse ETL. This new feature enables better match rates with additional matching fields (like First Initial or App IDs), and includes built-in PII normalization for boosted ROAS.

Google Remarketing Lists (General Availability): Segment’s Google Ads destination now supports Google Customer Match Lists, allowing users to send profile lists from Engage Audiences or ReverseETL directly to Google Ads. 

New Conversions API

LinkedIn Conversions API (General Availability): As the top B2B advertising channel, this new integration with LinkedIn joins Segment’s existing CAPI destinations for Snap, Google, Meta, and TikTok. Server-side conversions APIs make it easier for marketers to run and maintain visibility into campaigns without cookies.

Get started with Twilio Segment

Ready to transform your ad strategy?  Request a demo from one of our experts to see how you can get started today with any of the features listed above.