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BizReport : Advertising : February 21, 2013

Twitter announces Ads API

Following on from its release of advertiser-centric mobile user statistics earlier this week, Twitter has now announced that it is opening up its platform to third-party ad management software.

by Helen Leggatt

twitter.pngWhen writing up the mobile user statistics recently released by Twitter there was some suspicion in my mind that more advertiser news was to come from the micro-blogging platform. And today it's all over the news.

Twitter is to open up to allow advertisers to connect their existing ad management software to their Twitter account. The ads API will allow the automation of ads on the platform, bringing it more in line with the digital ad buying process used by the biggest brands and companies.

"What this means is that as marketers, you'll soon have the ability to work with our initial set of Ads API partners to manage Twitter Ad campaigns -- and integrate them into your existing cross-channel advertising strategies," says April Underwood, Revenue Product Manager at Twitter.

"Equally important, users will continue to see the most relevant Promoted Tweets from advertisers. 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."

Tags: advertising, digital ads, mobile marketing, online advertising, social media

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