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

Blog Posts

Innovations in retail will bring creative and technology closer than ever

While approaching a customer in a shop and asking what you can help them with is Retail 101, how many of us actually enjoy being approached? Generally, you have to give the forced, fake smile and say, “Just browsing, thanks,” while screaming on the inside, “just leave me alone!” Maybe it’s just me?

Jason Dooris

CEO and founder, Atomic 212

There’s a brand in my digital soup

Not a day passes by in the life of business executives where digital innovation or the prospect of disruption is not front of mind. This in turn, drives an unrelenting flow of questioning, discussion and strategy papers.

Jean-Luc Ambrosi

Author, marketer

Can marketers trust agencies again?

Unless you’ve been marketing under a rock, you’ll probably have questioned whether your media agencies are offering you transparency.

Nic Halley

Founder and managing director, Mindbox

Nice post Brad! very useful information. The retail stores are really mean for every brand I am agree with you. Now Online Service Market...

Srialto

The rise of online retail marketplaces and what they mean for brands

Read more

Minor correct Nadia, just wanted to clarify that the "Marketo consultants" that did this work, were actually Hoosh consultants

Fab Capodicasa

What it's taking for Edible Blooms to grow a stronger personalisation strategy

Read more

Im not surprise though, been in the industry for couple of years and I feel and see it with my tow eyes how eCommerce platforms innovated...

Jason Smith

Australia Post earmarks $20m for Australian ecommerce innovation investment

Read more

For marketers that are "going Agile" I recommend using Ravetree. It's a really powerful suite of tools for Agile project management, reso...

Janice Morgan

7 ways to run your marketing department like a software startup

Read more

Over the years very part of our lives has become technological. That’s why I am not surprised to see that Australian home loans are going...

GreatDayTo

Why Aussie Home Loans is embracing digital transformation

Read more

Latest Podcast

More podcasts

Sign in