Twitter Releases ADs API
New program makes it easier for advertisers to create sophisticated campaigns.
Posted Feb 20, 2013
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Twitter announced today that it has launched its Ads Application Programming Interface (API), giving brands a richer set of advertising options on the social network.

"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," writes Twitter's revenue product manager April Underwood, in a blog post.

As part of its announcement, Twitter also introduced the first five API partners that will help users manage their Twitter Ad campaigns. Those partners are Adobe, Hootsuite, Salesforce.com, Shift, and TBG Digital.

The company's Certified Products Program will also include advertising products. Twitter will begin to certify ad products that integrate with its Ads API in the coming months, according to Underwood.

Twitter's current ad platform allows advertisers to upload only one ad at a time, among other limitations. Its expanded options will enable users to roll out more branded content, such as Promoted Tweets, at a faster rate, along with a wider variety of ads.

Last year, Twitter pulled in $259 million in ad revenue, according to eMarketer. Twitter has yet to catch up to Facebook, which launched its advertising API in 2009 and earned approximately $4.2 billion in ad revenue last year.

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