Close
  • Latest News
  • Artificial Intelligence
  • Video
  • Big Data and Analytics
  • Cloud
  • Networking
  • Cybersecurity
  • Applications
  • IT Management
  • Storage
  • Sponsored
  • Mobile
  • Small Business
  • Development
  • Database
  • Servers
  • Android
  • Apple
  • Innovation
  • Blogs
  • PC Hardware
  • Reviews
  • Search Engines
  • Virtualization
Read Down
Sign in
Close
Welcome!Log into your account
Forgot your password?
Read Down
Password recovery
Recover your password
Close
Search
Logo
Logo
  • Latest News
  • Artificial Intelligence
  • Video
  • Big Data and Analytics
  • Cloud
  • Networking
  • Cybersecurity
  • Applications
  • IT Management
  • Storage
  • Sponsored
  • Mobile
  • Small Business
  • Development
  • Database
  • Servers
  • Android
  • Apple
  • Innovation
  • Blogs
  • PC Hardware
  • Reviews
  • Search Engines
  • Virtualization
More
    Home Applications
    • Applications
    • Cloud
    • Development
    • IT Management

    Twitter Shuts Out Third-Party Ads to Protect Promoted Tweets

    Written by

    Clint Boulton
    Published May 25, 2010
    Share
    Facebook
    Twitter
    Linkedin

      eWEEK content and product recommendations are editorially independent. We may make money when you click on links to our partners. Learn More.

      Twitter May 24 sent out another warning to developers by vowing not to allow any third- party company or individual to inject paid tweets into a timeline on any service that leverages the Twitter API.

      The move is outlined in these revised developer terms of service, which also stipulate that third parties must pay Twitter when its content is leveraged in an ad sale.

      Twitter is protecting its new advertising business with these moves, explained Twitter COO Dick Costolo in a long blog post.

      “As our primary concern is the long-term health and value of the network, we have and will continue to forgo near-term revenue opportunities in the service of carefully metering the impact of Promoted Tweets on the user experience,” Costolo said.

      “It is critical that the core experience of real-time introductions and information is protected for the user and with an eye toward long-term success for all advertisers, users and the Twitter ecosystem.”

      Twitter April 13 launched Promoted Tweets, which airs ads from Best Buy, Bravo, Red Bull, Sony Pictures, Starbucks, Virgin America and other partners as regular tweets at the top of relevant Twitter.com search results pages.

      Eventually, these ads will be offered in the timeline. Users can reply to, retweet and favorite Promoted Tweets just as they can regular tweets.

      By denying in-stream ads from providers such as Ad.ly, 140 Proof and any others who choose to provide them, Twitter is seeking to protect advertisers who want to promote themselves on the popular microblog, which boasts more than 100 million users.

      “Third-party ad networks are not necessarily looking to preserve the unique user experience Twitter has created,” Costolo explained. “They may optimize for either market share or short-term revenue at the expense of the long-term health of the Twitter platform.”

      By way of example, Costolo said third-party ad networks may seek to maximize ad impressions and click-through rates even at the risk of alienating Twitter users.

      He also noted that Twitter has to bear the costs of maintaining the network everyone uses, including protecting the platform from spam and building out the service. Third-party advertisers don’t have to pay these costs, which Twitter believes is unfair.

      Twitter is instead encouraging those who want to advertise to do so around the timelines on many Twitter clients. “We don’t believe we always need to participate in the myriad ways in which other companies monetize the network.”

      He also promised Twitter Annotations will yield additional business opportunities on the Twitter platform later this year. Search Engine Land has posted a FAQ about the new rules on third-party ads here.

      This isn’t the first time Twitter has made moves to better its business that could alienate third-party programmers.

      The microblog acquired Atebits and subsequently made that startup’s Tweetie application Twitter for iPhone. Twitter also released BlackBerry and Android apps.

      Such are the drawbacks of Twitter opening its API so early before putting into place all of the pieces it deems important. Chalk them up to growing pains.

      Clint Boulton
      Clint Boulton

      Get the Free Newsletter!

      Subscribe to Daily Tech Insider for top news, trends & analysis

      Get the Free Newsletter!

      Subscribe to Daily Tech Insider for top news, trends & analysis

      MOST POPULAR ARTICLES

      Artificial Intelligence

      9 Best AI 3D Generators You Need...

      Sam Rinko - June 25, 2024 0
      AI 3D Generators are powerful tools for many different industries. Discover the best AI 3D Generators, and learn which is best for your specific use case.
      Read more
      Cloud

      RingCentral Expands Its Collaboration Platform

      Zeus Kerravala - November 22, 2023 0
      RingCentral adds AI-enabled contact center and hybrid event products to its suite of collaboration services.
      Read more
      Artificial Intelligence

      8 Best AI Data Analytics Software &...

      Aminu Abdullahi - January 18, 2024 0
      Learn the top AI data analytics software to use. Compare AI data analytics solutions & features to make the best choice for your business.
      Read more
      Latest News

      Zeus Kerravala on Networking: Multicloud, 5G, and...

      James Maguire - December 16, 2022 0
      I spoke with Zeus Kerravala, industry analyst at ZK Research, about the rapid changes in enterprise networking, as tech advances and digital transformation prompt...
      Read more
      Video

      Datadog President Amit Agarwal on Trends in...

      James Maguire - November 11, 2022 0
      I spoke with Amit Agarwal, President of Datadog, about infrastructure observability, from current trends to key challenges to the future of this rapidly growing...
      Read more
      Logo

      eWeek has the latest technology news and analysis, buying guides, and product reviews for IT professionals and technology buyers. The site’s focus is on innovative solutions and covering in-depth technical content. eWeek stays on the cutting edge of technology news and IT trends through interviews and expert analysis. Gain insight from top innovators and thought leaders in the fields of IT, business, enterprise software, startups, and more.

      Facebook
      Linkedin
      RSS
      Twitter
      Youtube

      Advertisers

      Advertise with TechnologyAdvice on eWeek and our other IT-focused platforms.

      Advertise with Us

      Menu

      • About eWeek
      • Subscribe to our Newsletter
      • Latest News

      Our Brands

      • Privacy Policy
      • Terms
      • About
      • Contact
      • Advertise
      • Sitemap
      • California – Do Not Sell My Information

      Property of TechnologyAdvice.
      © 2024 TechnologyAdvice. All Rights Reserved

      Advertiser Disclosure: Some of the products that appear on this site are from companies from which TechnologyAdvice receives compensation. This compensation may impact how and where products appear on this site including, for example, the order in which they appear. TechnologyAdvice does not include all companies or all types of products available in the marketplace.

      ×