NetBase Named a Twitter Audience API Launch Partner
NetBase, a social media analytics company, was named one of two launch partners selected to bring Twitter's new audience application programming interface (API) to market. The Audience API allows NetBase to provide brands and agencies with insight into consumer behaviors and drivers.
The Audience API connects NetBase to Twitter's audience demographic, media consumption, device usage, and psychographic models and gives insight into consumers while still protecting their privacy. Further, NetBase's patented language analytics technology leverages the API data to discover people's interests, behaviors, and purchase intent.
"A marketer's job is to develop the most complete understanding of customers and prospects to create targeted, relevant campaigns that reach the right people," said Peter Caswell, CEO of NetBase, in a statement. "This opportunity further deepens our partnership with Twitter and allows us to give marketers unparalleled audience understanding and empower real-time engagement via Twitter through our best-in-class social analytics suite."
"The newly launched Gnip Insights APIs are the next step in providing global brands with the audience and content performance data they've been asking for," said Chris Moody, vice president of data strategy at Twitter, in a statement. "We've worked closely with NetBase to help them bring a powerful new solution to market that builds on this new data to deliver actionable insights for marketers."
"Leveraging early access to the Audience API, NetBase is already working on new valuable solutions for marketers," Caswell added. "We are excited about the progress so far and look forward to announcing this innovation to brands and agencies in the near future."
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