If you can believe it, seven years ago today you had never even heard of a “tweet”. It was on March 21, 2006 at 8:50pm that founder Jack Dorsey first posted “just setting up my twttr” from his personal handle. Fast forward to 2013, and this social media platform is an integral part of most of our daily lives, with 400 million monthly visitors to twitter.com and more than 200 million monthly active users around the world.
When it comes to important, immediate communication, Twitter is generally the one to break the news. At one point during the 2011 Egyptian protests, U.S. State Department even called the site, asking it to postpone its “routine maintenance” because of the crucial role tweeting played in communicating the movement. However, the world wasn’t always on board with tweeting. Back in 2007, when the company was first starting out, the idea of Twitter seemed incredibly trivial. Jason Pontin, editor-in-chief of MIT’s Technology Review, remembers thinking that “Twitter was in the business of allowing people to advertise trivialities.” By now they’ve converted us, and in 2013 Twitter is making big moves to advertise more than just worthless banter.
On February 20th, Twitter announced that it was opening up its advertising API (application-programming interface) and enabling five launch partners to build their own tools for creathing and managing ad campaigns on the platform. The companies will be able to develop software on top of the Twitter ads platform, which will allow brands and agencies to more deeply test campaign-performance factors. By tapping into third-party tools, advertisers will be able to upload and edit ads in bulk, run campains much more effortlessly, and gain cross-channel insights from campaign delivery across Facebook and LinkedIn. Additionally, as Twitter expands their Ads API partner ecosystem, vendors will be able to give marketers the ability to run highly targeted and highly contextual ad campaigns.