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February 21, 2013

Five Options for Integrating the Twitter Ads API into Your Social Media Campaign

By Jacqueline Lee, Contributing Writer

Twitter (News - Alert) has released an Ads API that will allow advertisers to manage their Twitter campaigns as well as integrate Promoted Tweets and Promoted Accounts into their cross-channel marketing strategies.

Adobe (News - Alert), HootSuite, Salesforce, SHIFT and TBG Digital have all created products featuring the Twitter Ads API. Here’s a rundown of their solutions and how they’ve integrated Twitter’s new offering:

Adobe Media Optimizer

One of Twitter’s first partners, Adobe, has integrated the Twitter Ad API into its Media Optimizer tool. Media Optimizer creates a one-stop dashboard that displays ad campaigns on social media sites like Facebook, LinkedIn (News - Alert) and now Twitter. The dashboard allows for real-time bidding, reporting and multi-variant testing of social media promotions.

Image via Shutterstock


HootSuite delivers one-stop campaign management that allows advertisers to promote tweets in real time based on analytics. HootSuite also enables the creation of customized workflows to increase collaboration between digital and media departments.


Salesforce is integrating Twitter Ads API into its Salesforce Marketing Cloud. Twitter tools help Salesforce users build Twitter campaigns and execute them while accessing real-time data. The API will integrate into existing products including Twitter Analytics and Engagement.


By integrating the Twitter Ads API into its GraphEffect social advertising application, SHIFT becomes the only open marketing platform with both Twitter Ads API and Facebook (News - Alert) sPMD classification. GraphEffects allows for collaboration between co-workers, vendors, clients and even other agencies and companies.

TBG Digital

TBG Digital has added ONE Media Manager for Twitter to its portfolio of ONE products. The company emphasizes Twitter’s purpose as the best real-time communication tracker and forecasts that effective Twitter campaigns can generate a 20-percent ROI.

In addition to releasing its Ad API to these five partners, Twitter plans to add advertising products to its Certified Products Program.

Edited by Brooke Neuman
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