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Twitter Tests Self-Serve Ad Platform - Finally

  |  December 1, 2011   |  Comments

Automated ad buying system has been in the works for 14 months.

Another six or so weeks and Twitter's product team would've made a liar out of CEO Dick Costolo.

Fourteen months after Costolo proclaimed his company would launch a self-service advertiser platform during 2011, Twitter said today that select marketers began testing such a platform in November.

In a statement emailed to ClickZ News, a spokesperson for the San Francisco-based Internet firm wrote, "Earlier [in November], Twitter began testing self-service advertising with a handful of existing advertisers. These advertisers can now set up and run their own Promoted Products campaigns and pay via a credit card, without working with our in-house staff…As with all of our advertising efforts, we're starting small, testing carefully and making improvements on [it] as we learn what works. We will slowly roll this capability out to more advertisers in the coming weeks and months."

Since Twitter launched Promoted Tweets in April 2010, marketers wanting to buy the ad units - or Promoted Trends or Promoted Accounts - have had to fill out an online form and wait for the site's sales team to contact them. A self-service platform - first mentioned by Costolo in September 2010 - would seem to be a boon to both marketers and Twitter itself.

Research firm eMarketer predicts Twitter's ad revenue will hit nearly $140 million in 2011, which is up from $45 million last year. The New York researcher forecasts that Twitter ads sales will reach $400 million in 2013.



Christopher Heine

Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.

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