Twitter revamps advertising platform


Michelle Clancy

| 23 August 2015

Social media giant Twitter has launched the Twitter Audience Platform (TAP), the company’s revamped advertising offering that includes the option to drive video views.

Formerly the Twitter Publisher Network (TPN), TAP now allows advertisers to extend their Promoted Video and Tweet engagement campaigns to take advantage of the targeting signals typically used on Twitter (e.g. interest, username, and/or keyword).

TAP automatically transforms your promoted tweets into in-app ad formats. And, existing creative assets can now be taken from Twitter and transformed into video, native ads, banners or interstitials.

Users can also favourite and retweet the ads. The company says that over the next few months, the programme will expand to include other objectives, such as website clicks and conversions.