INside Performance Marketing
Working with Twitter to 'Achieve Performance Marketing Goals'

Working with Twitter to 'Achieve Performance Marketing Goals'

Kenshoo Social is the latest advertising partner to team up with Twitter to use its budding integrated ad platform

Earlier this year US micro-blogging site Twitter announced its new ads application programming interface (API) - which allows marketers to manage Twitter ad campaigns and integrate them into their existing cross-channel advertising strategies.

Prior to this all ads were managed manually on Twitter and after announcing the news only five advertising partners were initially selected.

But now, in Twitter’s second round of partnership announcements, Kenshoo Social, which has offices throughout the US and also in Israel, the UK, Germany, France, Australia, China and Japan, has been selected to join the new platform.

Achieving Performance Marketing Goals

Senior vice president of product at Kenshoo, Will Martin-Gill, said: “Integrating the Twitter Ads API into the Kenshoo Social platform supports our holistic approach to digital marketing which includes the ability to track the performance of not just paid media, but owned media assets as well.

“Search and social, and Twitter in particular, provide incredible opportunities for marketers to achieve brand building and performance marketing goals and Kenshoo maintains an aggressive agenda to deliver best-in-class solutions across these channels.”

Kenshoo Social will integrate the Twitter Ads API directly into its social advertising platform, enabling clients to deploy Twitter ads campaigns with the same deep level of tracking and analytics they are accustomed to from other managed social media channels.

Efficient Scaling

Manager of Twitter Ads API and tools, Doug Williams, said within a few months of having API in market, and with continued feedback from the top US agencies and advertisers, it identified which tools and services were going to help them efficiently scale Twitter campaigns.

He said it was based on that feedback that Twitter began working with Kenshoo Social, Optimal, SocialCode, SocialFlow, Unified and Voxsup – as they were ‘ready to serve clients today’.

“We’re not stopping here; moving forward we’ll continue to add new partners on a rolling basis and bring even more functionality to the Twitter Ads API in the months to come,” Williams said.

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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