As interest in Twitter has grown, our focus has been on delivering better ads for users, not more ads. We believe our system is working well because users like the ads experience on Twitter. Our system rewards marketers for being good, not for being loud. And this approach encourages ads that are engaging, relevant and useful.
Twitter has been testing the API since last month with its launch partners, which include Salesforce, Adobe, TBG Digital, HootSuite and SHIFT.
With API, marketers can run a lot more ads and quicker through the Twitter stream which might lead to increase numbers of promopted tweets. However Twitter’s product manager for revenue April Underwood said that won’t be the case. “The ads API is not focused on bringing more ads to users. The genesis of why we’re building it is focused on simplifying the ads-buying experience for marketers,” Underwood said, emphasizing that it will have “no bearing on the volume of ads users will see.” Translation: If Twitter sees an ad isn’t performing, it will pull it just as has historically been the case.