Twitter expands ads API- new tools for marketers


Twitter has expanded its Ads API partners, providing more ways for marketers to scale campaigns on the social network.

The move will let these partners integrate the Twitter Ads API directly into their own advertising platforms.

Initially launched back in February, the Twitter Ads API platform has just added 11 new partners have been added to the platform.

They new partners join the 5 original firms involved in the scheme- Adobe, HootSuite, Salesforce, SHIFT, and TBG Digital.

Today Twitter has released the names of 6 new partners: Kenshoo Social, Optimal Social, SocialCode, SocialFlow, Unified Social, and Voxsup.

Twitter obviously believes that these enterprise-focused social media marketing companies will help them expand moving forward.

“Our first five partners were driven by our need to verify we were building the right API — so we started working with top partners in various verticals to bring the Ads API to market,” said Doug Williams, Manager, Ads API and Tools at Twitter.

“In Q2, our approach was different. With a few months of having our API in market, and continued feedback from our top US agencies and advertisers, we identified which tools and services were going to help them efficiently scale Twitter campaigns. Based on that feedback, we began working with the following companies, who are ready to serve clients today.”
One of the new partners, 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’re accustomed to from other managed social media channels.

“We’re very excited to leverage Kenshoo Social to manage our Twitter ad campaigns,” said George Popstefanov, president at PMG. “Kenshoo Social has proven to deliver an innovative suite of solutions to help us optimise our social media programs and adding Twitter to the mix will give us even more ways to extend our reach and drive results.”

Kenshoo Social recently published a commissioned study conducted by Forrester Consulting, “The Key to Successful Social Advertising,” that evaluated how marketers use social advertising to determine the most effective tactics. The study found that while organic posting is the most popular social media tactic, paid advertising is the most successful. Social advertisers who paid to promote their branded content were most satisfied with the awareness they created; while those who bought standard social ad units were happiest with their ability to drive purchases.

Read the official Twitter blog here

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