Business and Marketing

Advertisers on the social network will now be able to target by referencing 135 audience categories.

Segmentation expands on Twitter.

Twitter will expand the role played by Acxiom in its tailored audiences program, expanding the universe of Acxiom audience categories available to 135. Advertisers using the Twitter marketing platform will be able to access Acxiom data delineated by behavior, life stages, demographics, and household information across all major verticals.

A press release from Acxiom says that this enhanced user targeting, coupled with other options such as interest targeting, could result in greater efficiencies, as well as increased engagement.

“We have seen tremendous results from clients who have used first-party and Acxiom data for targeting ad campaigns on Twitter,” said Dana Hayes Jr., group VP of global partner development at Acxiom. “Behavior targeting will offer another way for advertisers to have access to Acxiom data sets and scale, for precisely targeting customers and prospects on Twitter.”

Acxiom had already been a partner in the Twitter marketing platform that launched last year, allowing advertisers to match their customer lists to Twitter's user universe.

Business Breaking News: Working Hard or Just Sucking Up? Your Boss Knows the Difference

When you're working hard, your boss knows what your motivations are, new research shows.

Good supervisors are able to distinguish which employees are simply sucking up to get a raise or a promotion when they put in long hours or take on an extra workload and which ones are going the extra mile in an effort to do what's best for their employer, according to a study recently published in the Journal of Business and Psychology.

The study's authors say managers are becoming better at determining which employees are "good soldiers" and which are "good actors," as they make decisions on who deserves promotions and other rewards most. While the behavior of both groups goes beyond the mere basics of their job descriptions, the soldiers' actions are selflessly motivated by helping the organization and their co-workers. The actors' actions, however, are self-serving because they're focused more on furthering themselves.

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