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Twitter partners with Adobe, Salesforce.com to launch Ads API

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21st Feb 2013
Contributor MyCustomer.com
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Twitter has officially launched a new advertising API that will enable marketers to buy and manage ads via third party applications.

Announcing the first five partners as Adobe, Salesforce.com, HootSuite, SHIFT and TBG Digital, marketers that use one of the five companies to buy and manage ads can sync the software to their Twitter account to automate ads on the micro-blogging site.  

Twitter product manager April Underwood said in a blog post: “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.”

Salesforce.com said that customers of its Marketing Cloud suite will be able to build and execute real-time Twitter advertising campaigns; more efficiently scale their campaigns on Twitter through innovative workflows; and improve ROI through creative, bid and targeting optimization.

Michael Lazerow, CMO of Salesforce Marketing Cloud, said in a statement: “When we can show our clients that these are the tweets you should buy as promoted tweets and we take the guesswork out of it, you have a significant increase in the results,

This is the second such partnership between Twitter and Salesforce.com, having previously penned a deal last June that gave Salesforce.com's Radian6 customers access to Twitter's Firehose of public Tweets. 

Twitter is thought to have launched the new Ads API capability to help reach its $1bn revenue target in 2014, ahead of its eventual IPO.

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