Twitter launches Ads API

The new platform will increase ad revenue for the social networking firm.

New Statesman
Photograph: Getty Images.

Twitter has launched Ads API (application-programming interface), a new advertising platform that enables advertisers to increase and improve the reach of their marketing messages to users.

The new platform will help advertisers in automating, streamlining and managing their process by providing them more tools to deliver the right message, to the right audience, on desktop computers and mobile devices.

Advertisers had to manage their Twitter campaigns manually before the new platform.

In addition, the platform enables advertisement buyers to integrate Twitter campaigns with those on Facebook and LinkedIn, as well as search and display.

The company, which currently provides paid tweets in a user’s timeline, said that with the new system users would not see more advertisements in the short term, but pricing may rise for advertisers as its auctions to buy ads become more competitive.

April Underwood, product manager for revenue at Twitter, told the Financial Times that there was “no direct impact on the user experience in the short term, although Twitter users should see more relevant and better ads” as a result of the new system, because it would be simpler for advertisers to use the targeting capabilities which it introduced in 2012.

Underwood said the company took users' experience really seriously. “We take a slow and thoughtful approach. Our motto is to get it right rather than right now,” she added.

Twitter launched the platform with five partners that manage social media advertising purchases for large multinational firms including Adobe, Hootsuite, Salesforce, SHIFT and TBG Digital.

David Karnstedt, senior vice-president of media and advertising solutions at Adobe, said: “Our customers have been asking us to include Twitter in Adobe’s media products. Promoted tweets and promoted accounts are important assets in creating a holistic digital marketing campaign.”

Facebook launched similar platform in 2010 that helped it to reach more than $3bn in revenues in 2011.