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Twitter just announced via blog post that it has launched an advertising API, which will allow brands to run ad campaigns through the company’s API partners, rather than having to buy them through Twitter itself.
This confirms a report by TechCrunch’s Ingrid Lunden saying that Twitter would launch its ads API sometime in the first quarter of this year. At the time, Ingrid noted that Twitter’s ad-buying interface requires you to upload promoted tweets one at a time, an approach that’s unwieldy for large campaigns. She also said that an API creates the opportunity for more sophisticated targeting and tools.
The initial five partners for the program are Adobe, Hootsuite, Salesforce, SHIFT, and TBG Digital. Twitter says it has been testing the API with them since January. We can probably expect that number to increase fairly quickly, and indeed the blog post includes a link to an application for potential partners.