Twitter Audience Platform Is Twitter Publisher Network 2.0

Micro-blogging site Twitter today said it has renamed ‘Twitter Publisher Network’, a platform which helps advertisers connect with audiences, as ‘Twitter Audience Platform’.

The platform helps advertisers connect with audiences beyond Twitter in thousands of mobile apps while using Twitter’s measurement, targeting and creative tools.

The company said it is expanding beyond mobile apps and re-engagements by offering advertisers the ability to drive two additional objectives with the Twitter Audience Platform – tweet engagements and video views.

It further said it is launching new creative formats to help advertisers engage better with their in-app audience.

“First, we’re expanding beyond mobile app installs and re-engagements, by offering advertisers the ability to drive two additional objectives with the Twitter Audience Platform: Tweet engagements and video views. Both are now available for the first time in beta to all managed clients globally. Second, we’re launching new creative formats to help advertisers better engage with their in-app audience,” Twitter said via a blog post.

“The Twitter Audience Platform is now available globally to all managed clients driving tweet engagements and video views. It is also being tested by select clients driving mobile app installs and re-engagements. Over the next few months, we have plans to expand the programme to other objectives including website clicks and conversions,” Twitter said.

The company said it observed that brand advertisers who run campaigns across both Twitter and the Twitter Audience Platform can double their reach and lower cost per engagements by as much as 30 per cent.