Twitter rolled out its advertising API, delivering brands a favourable chance to target tweets at a definite set of audience with the help of its initial set of Ads API partners.
Twitter mentioned in a blog post
“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 first five partners have built on a platform and are beginning to offer Twitter advertising features to a limited number of their clients.
These beta partners were chosen because they offer products that address some of the most pressing needs of marketers, and Twitter is currently evaluating the next round of partners to join the program. You can apply here.
One of the partners Adobe, wrote a blog post on the early results showing strong performance in advertising coming from the API integration:
With more than 200 million active Twitter users on the web, on mobile devices, and on tablets, Twitter has grown. It mentioned that now its focus has been on delivering better ads for users, not more ads.
Commenting about its advertising model, the blog post read ”
“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.”
The Twitter Certified Products Program is also evolving to include ads products. In the coming months, Twitter will begin to certify ads products that integrate with the Twitter Ads API. It aims at consistently improve marketing efficiency and ROI for brands.
In the near future, Twitter looks forward to give advertisers more choice. After all, Twitter is getting more brand friendly as it wants to breed more revenue for an expected IPO later this year.