Called TV ad targeting on Twitter, and developed followings its acquisition of social TV analytics firm Bluefin Labs, it is designed to help marketers extend and enhance their TV ad campaigns.
Initially available only in select areas in the US, advertisers will be able to see which Twitter users have been exposed to their ads on TV and target them with Promoted Tweets.
It further builds on Twitter's growing relationship with TV and follows recent partnerships it has formed with ESPN and Fox in the US.
TV ad targeting on Twitter will integrate TV campaigns with activity on social media giving ads longevity and the ability for users who might have tweeted about the ads to further engage with the brand.
Advertisers will be given a new TV Ads dashboard, which show when brand’s TV ads have aired.
The dashboard will allow a brand's digital agency to quickly respond and align not only with what's shown on TV and when, but also get insight into how Promoted Tweets can be crafted in the most effective ways to build upon the broader campaign themes.
According to Twitter, TV ad targeting works by using video fingerprinting technology to automatically detect when and where a brand's commercials are airing.
This can all be done without requiring advertisers to use manual tracking or upload media planning details.
Instead, when an ad airs during a TV show, Twitter not only determines where and when it ran, but can identify users on Twitter who tweeted about the programme where the ad aired during that program.
Twitter said that users engaged enough with a TV show to tweet about it very likely saw the commercials as well.
It builds on the idea of Twitter as the second screen where as many as 64% of mobile centric users tweet while watching TV at home.
Last year, 32 million people in the US tweeted about TV programming with events like the Super Bowl racking up more than 24 million Tweets or shows such as 'American Idol' attracting 5.8 million Tweets during 2012.