Twitter makes ad campaigns easier

Feb 20, 2013
Twitter's brand marks are seen as background of the speakers during their press conference in Sao Paulo, Brazil on Februrary 20, 2013. Twitter on Wednesday made it easier to run ad campaigns using tweeted messages in a move that promised to ramp up the company's money-making potential and prospects for a stock market debut.

Twitter on Wednesday made it easier to run ad campaigns using tweeted messages in a move that promised to ramp up the company's money-making potential and prospects for a stock market debut.

San Francisco-based announced that five partners are using new software that automates and streamlines advertisements displayed as "tweets" and promoted to high profile positions in user feeds.

"We've been testing the Twitter Ads API since January with our partners, and today we're officially launching it," revenue product manager April Underwood wrote in a blog post.

"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."

Twitter started the year with more than 200 million users and a prediction by industry-tracker eMarketer that the company's annual revenue would top $545 million.

The first companies using Ads API () software include computer software veteran Adobe and cloud computing triumph Salesforce.com.

"As interest in Twitter has grown, our focus has been on delivering better ads for users, not more ads," Underwood said.

"Our system rewards marketers for being good, not for being loud."

In August of last year, Twitter began letting advertisers aim "promoted tweets" at users based on the interests they express in their messages.

Twitter ad products tap into a "real-time interest graph" to target the terse promoted messages in hundreds of categories ranging from gardening and hobbies to pets and investing.

Factors that go into determining interests include which Twitter accounts people follow, such as or chefs.

Explore further: WhatsApp says it now has half billion users

add to favorites email to friend print save as pdf

Related Stories

Twitter targets ads based on interests

Aug 30, 2012

Twitter on Thursday began letting advertisers target users with "promoted tweets" based on interests expressed at the globally popular one-to-many texting service.

Twitter expands ad program to mobile users

Feb 29, 2012

Twitter said Tuesday it was expanding its advertising program to mobile users, the latest bid by the short-messaging service to boost its money-making efforts.

Twitter lets advertisers better target tweets

Jul 19, 2012

Twitter on Thursday began letting businesses more easily turn tweets into advertising that targets users of the globally popular one-to-many text messaging service.

Twitter says its ads pay off for candidates

Oct 10, 2012

Twitter released a study Wednesday showing its paid messages pay off for political candidates, not only in garnering attention but in driving campaign contributions.

Recommended for you

LinkedIn to anchor new San Francisco high-rise

7 hours ago

San Francisco Mayor Ed Lee says the professional networking site LinkedIn will expand its presence in the city by anchoring a high-rise office building under construction.

Comcast 1Q earns beat Street on upbeat NBC result

Apr 22, 2014

Comcast's first-quarter net income rose by nearly a third as ad revenue surged at broadcast network NBC, helped by the Winter Olympics in Sochi and Jimmy Fallon's elevation as host of "The Tonight Show."

User comments : 0

More news stories

Jacket works like a mobile phone

A fire is raging in a large building and the fire leader is sending a message to all firefighters at the scene. But they don't need a mobile phone – they simply check their jacket sleeves and read the message ...

Is nuclear power the only way to avoid geoengineering?

"I think one can argue that if we were to follow a strong nuclear energy pathway—as well as doing everything else that we can—then we can solve the climate problem without doing geoengineering." So says Tom Wigley, one ...

Male-biased tweeting

Today women take an active part in public life. Without a doubt, they also converse with other women. In fact, they even talk to each other about other things besides men. As banal as it sounds, this is far ...

High-calorie and low-nutrient foods in kids' TV

Fruits and vegetables are often displayed in the popular Swedish children's TV show Bolibompa, but there are also plenty of high-sugar foods. A new study from the University of Gothenburg explores how food is portrayed in ...