On October 11, Twitter MENA held its Twitter4Performance event, which brought together its partners to discuss its Ads API ecosystem.

The Twitter Ads API allows partners to integrate the Twitter advertising platform within their own advertising solutions. Select partners have the ability to create custom tools to manage and execute Twitter Ad campaigns.

Following the global launch of Twitter Ads API, Twitter launched the Twitter Official Partner Program in 2015, a platform which enables select API companies to innovate, add value to advertisers, and deliver performance that aligns with marketers’ objectives.

The event brought together Ads API partners, product engineers and API partner managers from the US and Europe, as well as those from the region. Some of the partners present were MakeMeReach, Sprinklr, Audiense and 4C.

This is especially important a time when 29 percent of people in the MENA region discover new applications to install and use on Twitter and 37 percent of people re-use an application because of the content they see on Twitter, according to a Twitter Insight Survey from 2017.

Benjamin Ampen, head of revenue, Twitter MENA, says, “We are proud to see our partners implement Twitter Ads API with brands in the region to help them achieve an increase in ROI on their advertising campaigns, gain brand insights, scale customer care, and overall get more value for their investment. In the Managed Service model, the Twitter API partner works very closely with agencies and advertisers to fully manage the strategy, activation and wrap up of a brand’s advertising efforts. As for the Self Service model, agencies and advertisers whitelist the partner technology and manage via the software themselves. We look forward to bringing more brands on-board to make their campaigns more easily manageable.”