By Sahim Salim
Twitter has officially launched an "Ads API," which it says it has been testing with partners since January. Launch partners for the API include Adobe, HootSuite, Salesforce, SHIFT and TBG Digital. Twitter said that these companies “have built on the platform and are beginning to offer Twitter advertising features to a limited number of their clients”.
Adobe, in a blogpost, described their API testing experience thus far.
"We have been testing the functionality with several key customers including Levi Strauss & Co., Threadless, as well as our own Adobe account with the goal of bringing Twitter’s Promoted Products to a broader set of customers over the coming weeks..... Early results show strong performance,” Justin Merickel, senior director of new product innovation for advertising solutions within Adobe’s Digital Marketing unit wrote in the blogpost.
Twitter said that it is planning on adding more partners to the API program in coming months and is taking applications now.
“We are currently evaluating the next round of partners to join the program,” the microblogging giant said.
The Ads API will automate and streamline advertisements displayed as tweets and promote them to high profile positions in user feeds.
“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,” Twitter’s revenue product manager April Underwood wrote in a blog post.
"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," April added.
Besides this development, Twitter also stated that its certified products program will evolve to include ads products in the future and the company will start certifying ad products that integrate with the Twitter Ads API.
