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Twitter Reveals Major New Ad Tools

Twitter Reveals Major New Ad Tools

Global micro-blogging site Twitter has teamed up with five new advertising partners for the official launch of its eagerly anticipated global marketing ad feature.

San Francisco-based Twitter, which says its focus has been on delivering ‘better’ ads for users, not ‘more’ ads, has this week unveiled its Twitter Ads application programming interface (API).

This newfangled feature will finally allow marketers to manage Twitter ad campaigns and integrate them into their existing cross-channel advertising strategies. Up until now all ads were managed manually on Twitter

More ‘Tools in Their Arsenal’

As interest in Twitter has grown, and since it launched Promoted Tweets in April 2010, Twitter says more and more marketers have come to them in a bid to reach new audiences on the web, on mobile devices, and on tablets.

Twitter product manager, April Underwood, said: “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.”

For its new venture, Twitter has teamed up with five partners - all of which have access to the API platform and are beginning to offer Twitter advertising features to a limited number of their clients.

First Partners Named

Underwood said Twitter chose Adobe, HootSuite, Salesforce, SHIFT and TBG Digital, as all five offer products that address some of the ‘most pressing needs’ of marketers.

Underwood said the new Twitter Ads API, which has been in testing with the chosen partners since January, offers a fuller set of options to manage advertising on Twitter.

Twitter now joins the likes of Facebook, which also has TBG Digital as an ad partner, and LinkedIn, as a global social network with advertising APIs that allows marketers to develop and manage their ads.

“This is just the start of our efforts that will give advertisers more choice - and for our partners who are ad tool providers,” Underwood added. Twitter is currently evaluating the next round of partners to join the programme.

Pippa Chambers

Pippa Chambers

Freelance News Journalist at PerformanceIN - working to source the latest and breaking news in performance marketing. 

From newspapers to national B2B magazines and technology reporting, I have covered a variety of genres. NCTJ/NCE qualified.

Please email me at and follow me @PippaC1

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