Twitter adds six more partners to its Ads API

Kenshoo Social, Optimal, SocialCode, SocialFlow, Unified and Voxsup have all signed up

Technology trends and news by Steven Loeb
June 25, 2013
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Back in February, Twitter took a big step toward making it simpler for companies to advertise on it network with the release of its new Ads API, which was designed to allow brands to integrate with its ads platform through a list of API partners that will supply them with better targeting and tools.

Twitter also annoucned the first five partners: HootSuite, Adobe, Saleforce, SHIFT and TBG Digital.

Six months later, Twitter has finally decided to add six more partners to the API, but this time with a more social twist. 

The first wave of companies that were added to the API "were driven by our need to verify we were building the right API — so we started working with top partners in various verticals to bring the Ads API to market," Doug Williams, Manager of Ads API and Tools at Twitter, wrote in a blog post announcing the new additions. 

For the second quarter, he noted, the company is taking a different, and more focused, approach.

"With a few months of having our API in market, and continued feedback from our top US agencies and advertisers, we identified which tools and services were going to help them efficiently scale Twitter campaigns. Based on that feedback, we began working with the following companies, who are ready to serve clients today."

The next six API partners are: 

  • Optimal, a SaaS platform for real-time integrated audience analytics
  • SocialCode, a social marketing solutions provider
  • SocialFlow, a social media marketing optimization technology company
  • Unified, a cloud marketing technology company
  • Voxsup, a social media analytics company

What does it mean to be an API partner?

Being a partner means three things, Voxsup wrote in a note on its homepage Tuesday.

It will be able to improve campaign ROI through optimization, which included keyword and network targeting, as well as Tweet analytics to identify trending content, as well gain the ability to more efficiently scale Twitter campaigns through features such as being able to manage multiple accounts with a single login.

In addition, the company said, it will help with managing and optimizing campaigns across multiple social channels. That means managing campaigns for Twitter & Facebook from one platform, and optimizing insights derived from Twitter, Facebook and Youtube.

"Integrating the Twitter Ads API into the Kenshoo Social platform supports our holistic approach to digital marketing which includes the ability to track the performance of not just paid media, but owned media assets as well," Will Martin-Gill, senior vice president of product at Kenshoo, said in a press release.

"Search and social, and Twitter in particular, provide incredible opportunities for marketers to achieve brand building and performance marketing goals and Kenshoo maintains an aggressive agenda to deliver best-in-class solutions across these channels."

Twitter, of course, is not done adding partners, which it plans to do "on a rolling basis," while also adding "more functionality to the Ads API in the months to come." 

The point of the API, Twitter said when first announcing it, is not to create more advertising, but to make advertising on the network better overall.

"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 Product Manager, wrote at the time. 

"Equally important, users will continue to see the most relevant Promoted Tweets from advertisers. 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."

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