Twitter is answering the calls from marketers who want to target Promoted Products campaigns by gender. The company says this feature is difficult to pull off for three reasons: 1) its users aren’t asked to share their gender, 2) some people don’t identify themselves by gender, and 3) businesses or organizations don’t identify themselves as “male” or “female.” As a workaround solution, Twitter is using various signals to help them infer users’ gender. “These signals have proven effective in inferring gender, so starting today, we are making gender targeting available to all marketers,” Twitter wrote in a blog post Thursday. (Twitter Advertising Blog)
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