Twitter unveils Ads API; partners including Salesforce and Adobe tout integration

"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," April Underwood, Twitter's product manager, revenue, wrote in a blog post announcing the API. "Equally important, users will continue to see the most relevant Promoted Tweets from advertisers."

With the Ads API, marketers will have more tools to deliver "the right message, to the right audience, on the desktop and on mobile devices—all at scale", she added.

Adobe, HootSuite, Salesforce, SHIFT and TBG Digital are the five partners who have had access to the API since January, and today are detailing their offerings.

Salesforce.com said it is offering its Social Ads Platform for Twitter to beta users of its Salesforce Marketing Cloud suite. “Successful Twitter marketing has evolved and must be more holistic than just publishing content,” Michael Lazerow, CMO of Salesforce Marketing Cloud, said in a statement. “From the CMO to the community manager, our customers will see increased efficiency and return on investment" with the platform, which works alongside the company's engagement and analytics offerings.

For its part, Adobe said in blog post that it has been test­ing the func­tion­al­ity provided by the API with "sev­eral key cus­tomers includ­ing Levi Strauss & Co., Thread­less, as well as our own Adobe account" and plans to bring the capabilities to more cus­tomers in com­ing weeks. The company said it has integrated the Ads API into Adobe Media Opti­mizer, a cross-channel dig­i­tal adver­tis­ing plat­form that man­ages, opti­mizes and fore­casts the per­for­mance of ad cam­paigns across social, search and display.