Twitter has launched its long-awaited, heavily-rumoured and much-requested advertising API, which promises to reward marketers for “being good, not for being loud”, and have announced five early partners who have been working with the API and can now offer advertising features to their clients.
The brands – Adobe, HootSuite, Salesforce, SHIFT and TBG Digital – were chosen by Twitter because they “address some of the most pressing needs of marketers”, and over on the official Twitter advertising blog, Twitter has revealed that it has been testing the ads API with these partners since January to prepare for today’s official launch.
Since we launched Promoted Tweets in April 2010, marketers have come to Twitter to reach new audiences and engage with more than 200 million active Twitter users on the web, on mobile devices, and on tablets. 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.
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.
The new ad API should help to bolster Twitter’s ad revenue stream, which hit $259 million last year, and is expected to reach $399.5 million in 2013.
Twitter is currently evaluating the next round of partners to join their advertising program, and interested parties can apply here.