Twitter opens up advertising API

Twitter has opened up its advertising API, it announced Wednesday, allowing a select few companies to create ad campaign management services for the popular social media service. The company’s five launch partners who will have access to the API are Adobe, Salesforce.com (which bought Buddy Media), Shift, the Vancouver-born Hootsuite and TBG Digital, which is […]

Twitter has opened up its advertising API, it announced Wednesday, allowing a select few companies to create ad campaign management services for the popular social media service.

The company’s five launch partners who will have access to the API are Adobe, Salesforce.com (which bought Buddy Media), Shift, the Vancouver-born Hootsuite and TBG Digital, which is one of Facebook’s biggest ad partners. (API stands for application-programming interface and is a set of rules that allow third-parties to interact with platforms and services.)

These companies will be able to develop software on top of the Twitter ads platform. The software will allow brands and agencies to test campaign-performance factors, such as which ad creative works best, for which audiences and at what time of day. Marketers have been able to use those tactics to optimize campaigns on Facebook since its ads API opened in private beta in late 2009.

Many Facebook Ads API partners have incorporated Twitter ad buying into their offerings, but don’t have access to Twitter’s full API to optimize campaigns. Twitter’s selectivity in choosing a launch group of just five signals the user experience-obsessed company’s caution in ceding any control over how its ads are presented.

Up until now, brands had been obliged to either use Twitter’s self-serve tool or go through its direct-sales team. Now the process of buying and measuring a campaign on the platform will be simpler, according to Twitter’s chief revenue officer Adam Bain. Marketers will be able to manage their Twitter campaigns side-by-side with campaigns they’re running on other platforms, he said.

“If they spend less time on the intricacies of management, they will have more time to focus on great content,” he said.

Twitter had been relatively tardy in opening up an ads API and lagged Facebook as well as LinkedIn, which opened up its own in November.

EMarketer projects Twitter’s ad revenue will climb to $807.5 million in 2014, up from $545.2 million this year.

This story originally appeared on Advertising Age.

Media Articles

Quebec broadcasters take aim at CBC over ‘ferocious competition’

CBC accused of using government funds to 'outpace' private counterparts

Arianna Huffington’s advice for taking a company global

As Huffington Post Canada turns five, its co-founder reflects on the company's success

Vice Canada launching Quebec division

Company also opening a Canadian office of its in-house creative agency Virtue

Raptors’ game 4 sets ratings record for TSN

More than one-third of GTA residents watched Monday's game

CBC unveils 2016-2017 broadcast and digital lineups

Public broadcaster adds an animated series, a daytime talk show and more

AmEx influencer campaign travels north of expectations

Social and acquisition teams band together for the company's latest campaign

Facebook to close desktop ad exchange

What comes next now that FB shifts focus from desktop to mobile ads?

The neuroscience that explains TV’s enduring appeal

Brainsights research shows size matters when it comes to ad format

Thinkingbox looks to grow globally with new funding

Vancouver-based digital production studio lands its first outside investor