The Web 4.0 Backbone Strengthens One API at a Time - Cary Tilds-GroupM

Twitter recently announced it would open its Ads API to five partners who will provide tools for creating and managing ad campaigns on the site The move was anticipated and will be heralded as the next step in Twitter39s revenue growth and overall maturationThat said there39s a deeper evolution of the ecosystem worth considering at work here API39s are the backbone to Web 40 which in turn is quotabout making the connections about serendipity and about the network taking initiativequot according to author and marketing guru Seth Godin API39s will foster the new internet that will allow for Web 50 which is to deliver and connect knowledge to biological life and hopefully moments of wisdom API39s will also foster a brand39s ability to leverage Web 40 digital media in more systematic and strategic waysTo understand the impact Twitter39s move can have one simply needs to look at how the evolution of Facebook API39s has fostered the social ads growth Facebook launched its first Ads API in 2011 and in April 2012 Facebook combined the Preferred Developer Consultant PDC program and Marketing API Program MAP to create the New Preferred Marketing Developer Program The aim of the program was to further enable and foster API developers to solve the biggest challenges facing marketers providing ad tech functionality like DFA and MediaMind provided but for FacebookPrior to this framework being established the lack of ad technology for this space meant media planners and buyers needed to login to Facebook to manage their buys The results of this process meant utilization of a system not robust enough to fit more savvy marketers39 needs leading to inefficiency of media investment and manpowerThe API developers were solving problems including the complexity of a new ad format in social as well as how to handle new groups of teams like PR needing to work in systems alongside creative and media partners The functionality the API developers created allowed for brands to identify and select the best enabling technologies to create manage and analyze adsGoing forward the bigger opportunity for brands exists in now having tools that can combine data from both Twitter and Facebook into one system which is exactly what this move by Twitter allows tool developers to do The power of the combined data allows for overall efficiencies in workflow as well as combined analyticsThe world of API development is accelerating Companies that don39t leverage an open sourceAPI approach to forward development will struggleBeyond expected efficiency and performance gains specific to twitter we would the logical next step in the API 40 development will come with formalized API programs around other key social platforms including LinkedIn Pinterest and eventually GoogleCary Tilds is Chief Innovation Officer for GroupM Cary can be reached at carytildsgroupmcomRead all Cary39s MediaBizBloggers commentaries at Musings from GroupMCheck us out on Facebook at MediaBizBloggerscomFollow our Twitter updates MediaBizBloggerThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaBizBloggerscom management or associated bloggers MediaBizBloggers is an open thought leadership platform and readers may share their comments and opinions in response to all commentaries

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The Web 4.0 Backbone Strengthens One API at a Time - Cary Tilds-GroupM

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