Twitter opens up targeted advertising for marketers

The site's new program will allow for targeted advertising across platforms

Twitter is aiming to give marketers more control in how they advertise on the site by giving them access to its API through third-party service companies.

The program is based on Twitter's Ads API (application programming interface), which the microblogging service has been testing since January to let advertisers better target their ads across platforms and devices, and to give them a fuller set of options to manage their advertising on Twitter, the company said.

"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," April Underwood, Twitter's product manager, revenue, said in a blog post announcing the program.

The Ads API program builds on Twitter's Promoted Tweets, which lets companies pay for sponsored tweets that appear in users' timelines. Twitter first launched Promoted Tweets in 2010 within search results for certain keywords and in 2011 expanded it to people's timelines.

Twitter also makes money through commercial accounts, which allow businesses to pay for an account in return for analytics tools and the ability for more than one person to post to the same account.

Ads API will not change the appearance of ads, their frequency or the number of ads users see, Twitter says. "This announcement just makes it easier for marketers to work with us using popular third-party campaign management platforms," said Twitter spokesman Jim Prosser. "It's a new option in how to buy them," he said in an email.

Adobe, HootSuite, Salesforce.com, SHIFT and TBG Digital are the program's first five beta partners, who are in the early stages of building campaigns based on the platform and are offering advertising features to some of their clients with the API access.

Adobe, for instance, was able to grow its Twitter follower base by 63 percent for its clients, which include Levi Strauss and Threadless, using its Adobe Media Optimizer ad platform, the company reported Wednesday.

Salesforce.com, meanwhile, is launching a new social advertising platform with the Ads API designed to allow marketing managers to manage their Twitter advertising alongside other existing social marketing programs.

Twitter will be adding more partners, agencies and clients over time throughout the beta launch, the company said. "This is just the start of our efforts that will give advertisers more choice," said Prosser.

Twitter's Ads API program comes as social media companies look for new ways to increase revenues as more users migrate to mobile devices. Both Facebook and LinkedIn already offer API programs for advertisers.

Follow CMO on Twitter: @CMOAustralia.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments
cmo-xs-promo

Latest Videos

More Videos

Thanks for your feedback, Rabi. While we introduced the ROO concept using a marketing example, I also believe that it is pertinent to man...

Iggy Pintado

Introducing Return on Outcome (ROO) - Brand science - CMO Australia

Read more

Thanks for your insight, Philip. Return On Outcome (ROO) requires balanced thinking with the focus on outcomes as opposed to returns.

Iggy Pintado

Introducing Return on Outcome (ROO) - Brand science - CMO Australia

Read more

Beautiful article.

Hodlbaba

15 brands jumping into NFTs

Read more

"Blue" is really gorgeous and perfectly imitates a human customer support operator. Personally, I won't order a chatbot development for m...

Nate Ginsburg

Why the newest member of BT’s contact centre is a chatbot

Read more

As today’s market changes rapidly, the tools we use change, and it is important to adapt to those changes to continue to succeed in busin...

Anna Duda

Report: 10 digital commerce trends here to stay

Read more

Blog Posts

How the pandemic revealed the antidote to marketing’s image problem

What does marketing truly ‘own’ in most organisations? Brand and campaigns, definitely. Customer experience? That remains contested ground.

Murray Howe

Founder, The Markitects

Still pursuing a 360-degree view of the customer?

On the Internet, nobody knows you’re a dog.” It may have been true in 1993 when this caption to a Peter Steiner cartoon appeared in the New Yorker. But after 30 years online, it’s no longer the case.

Agility in 2022

Only the agile will survive and thrive in this environment and that’s why in 2022, agility will need to be a whole-business priority.

Sam McConnell

Melbourne bureau chief, Alpha Digital

Sign in