The Ads API will allow you to run ad campaigns through the company’s API partners instead of having to buy them through Twitter itself. Gone are the days of uploading one Promoted Tweet at a time. You can now create several ads and tweak them for specific groups and platforms — a previously time-consuming and labor-intensive endeavor.
At the time of launch, the API will support Twitter’s Promoted Products, including Promoted Accounts and Promoted Tweets. The company will continue to exclusively sell and manage its Promoted Trend offering. However, the API isn’t available to everyone right away.
Instead, Twitter has announced five initial partners that marketers will be able to use to take advantage of the API: Adobe, Hootsuite, Salesforce, SHIFT, and TBG Digital. The company is currently evaluating the next round of partners to join the Twitter Certified Products Program.
This is an important update for marketers, who have long awaited the ability to customize and deliver ads in batches. Keep in mind that this is an opportunity for you to deliver better ads, not more ads. Not only will the Ads API help you create more efficient campaigns, but it’ll also challenge you to create ads that are engaging, relevant, and useful.
[Image credit: Raffi Asdourian]