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!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

3 ways customer data can increase online sales conversion

Data has been an increasingly critical factor in improving the efficiency and effectiveness of marketing and business operations.

James Bennett

Chief experience officer, Kalido

Our sharing future is both terrifying and exciting

Discussing the future in a realistic fashion is often a disappointing prospect. For all the talk of hoverboards, jetpacks and lightsabers changing the way we do things, the reality tends to end up being something as mundane as a slightly cheaper way to get around the city.

Jason Dooris

CEO and founder, Atomic 212

Queue experiences that are distinctive, memorable and shareable

Customer service that’s quick, easy and convenient has been shown to boost customer satisfaction. So it’s an odd juxtaposition that customer queues have become a sharable customer experience.

Hi James, shouldn't marketers also be focusing on collecting and utilizing up to date first-party profiling data on customers so that mes...

Tom

3 ways customer data can increase online sales conversion

Read more

Wouldn't reconnecting with younger consumers be in direct contravention of the code on alcohol advertising?

Tim Palmer

Vodka Cruiser reconnects with younger consumers via category-first Facebook Live campaign

Read more

Thanks for the article Jennifer, you raise some interesting points. The supermarket and shopping centre examples particularly struck a c...

Jill Brennan

Why marketers should take note of social robots

Read more

Winning the retail game is really tricky at this point in time. Many retailers have declared themselves as bankrupt. But yes harnessing t...

Vanessa.M.Magers

​Bricks and clicks: Balancing digital and physical to win the retail game

Read more

Excellent article, Thank you.

Steve Beards

How Aprimo hopes to help marketers tackle distribution of content, funds and data

Read more

Latest Podcast

More podcasts

Sign in