Dive Brief: 

• Twitter has expanded its mobile ad targeting options, which previously only allowed advertisers to target based on device. 
• Mobile advertisers will now be able to target users based on specific operating system or device, and whether or not the user is connected to Wi-Fi. 
• The expansion of options will allow advertisers to tailor messages to a more specific audience. For example, a user connected to Wi-Fi is likely to behave differently than a mobile user on the go. 

Dive Insight: 

Expanding mobile ad targeting options opens up new possibilities for mobile advertisers on Twitter. Companies wishing to reach a more narrow audience, SMBs and B2B for example, will appreciate the abilities afforded by the new options. Hopefully, the changes will also allow for less waste in advertising spend.