) has recently renamed its Ads API Program that it unveiled a
year ago. The rebranded platform is now called Twitter Marketing
Platform Program. Moreover, a new website called "The Twitter
Partner Marketplace" has also been launched.
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The first five partners who have built on this platform and are
offering Twitter advertising features to their clientele are
), Salesforce, HootSuite, SHIFT and TBG Digital. As per the
company, this rebranding became essential as over the years
Twitter had managed to expand its network of partners much beyond
Twitter followed the footsteps of its rival,
) by building a partner ecosystem. This program is only a part of
the larger objective of highlighting the best products and
services. The website is portrayed as a showcase for all its
As spending on online advertising is expected to increase
manifold compared to traditional media, Twitter has a massive
growth opportunity, due to its strong mobile products. Mobile
advertisement contributes approximately 70.0% to Twitter's
According to market research firm, eMarketer, Twitter's revenue
share in the mobile advertising market is expected to increase to
4.1% in 2014 and 4.4% in 2015.
We believe that new products and services will attract new
customers, going forward. Twitter's ability to attract more
advertising revenues, despite significant competition from
Facebook and market leader,
) will be something to watch out for in the near term.
However, higher costs and continuing investments on product
development will hurt profitability, going forward.
Currently, Twitter has a Zacks Rank #3 (Hold).