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.
Towards this goal, we’re always working on ways to make it easier to manage campaigns and get more value out of advertising with us. One important step is to enable a diverse group of companies that can integrate seamlessly with our ads platform. We’ve been testing the Twitter Ads API since January with our partners, and today we’re officially launching it. We think it will give you a fuller set of options to manage advertising on Twitter.
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.
In addition to this new Ads API, we’re very pleased to announce the first five partners who have built on our platform and are beginning to offer Twitter advertising features to a limited number of their clients:
We chose these beta partners because they offer products that address some of the most pressing needs of marketers, and we’re currently evaluating the next round of partners to join the program. You can apply here.
The Twitter Certified Products Program is also evolving to include ads products. In the coming months, we’ll begin to certify ads products that integrate with the Twitter Ads API and consistently improve marketing efficiency and ROI.
This is just the start of our efforts that will give advertisers more choice — and for our partners who are ad tool providers, the Ads API represents a new way for their expertise to meet the needs of their clients.
April Underwood – @aunder
Product Manager, Revenue