Twitter Launches Ads API | Social Media Frontiers

Thursday, February 21, 2013

Twitter Launches Ads API

Twitter has announced the launch of its new advertising API (application programme interface) after a month-long beta testing stage, a service which allows marketers to pay for ad campaigns through Twitter’s partners as opposed to Twitter itself.

Twitter has been testing its new advertising API with a number of its partners since January in order to work out how to get the best out of the service, so that marketers can run and pay for advertising campaigns easily and effectively. The first five partners with access to the new API are Adobe, Hootsuite, Salesforce, SHIFT and TBG Digital.

This is what Product Manager for Revenue April Underwood says in the announcement post on the Twitter advertising blog:
What this means is that as marketers, you’ll soon have the ability to work with our initial set of Ads API partners to manage Twitter Ad campaigns — and integrate them into your existing cross-channel advertising strategies. Equally important, users will continue to see the most relevant Promoted Tweets from advertisers. With the Ads API, marketers now have more tools in their arsenal to help them deliver the right message, to the right audience, on the desktop and on mobile devices — all at scale.
Twitter’s new API will not only benefit marketers, making it easier and more profitable to advertise on Twitter, it will also help maintain the standard of advertisements and campaigns that the general public are used to seeing on the site.
As interest in Twitter has grown, our focus has been on delivering better ads for users, not more ads. We believe our system is working well because users like the ads experience on Twitter. Our system rewards marketers for being good, not for being loud. And this approach encourages ads that are engaging, relevant and useful.
TBG Digital, one of Twitter’s API partners, reported to TechCrunch that one of its five clients using the service “saw a 61 percent decrease in cost-per-engagement, while another used the TBG’s API integration for $40,000 in ad spending during the Super Bowl”.

If you are interested in partnering up your company with Twitter’s new API, you can apply here.

Have you used Twitter’s new API yet? If not, would you like to?

Contact us on Twitter or leave your comments below.


Will Sigsworth

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