Twitter trials integration with third-party ad buying platforms

TwitterTwitter is testing the idea of connecting its ad inventory with third-party ad buying platforms and trading desks in a bid to take a slightly different approach to its rivals.

The offering, which Twitter is testing with agencies and brands, would see the microblogging site’s ad inventory delivered in a truly programmatic way – greatly differing from the approach taken by the likes of Facebook and Snapchat and their closed ecosystems.

With the openness of Twitter’s approach, advertisers would be able to move ad dollars on and off the platform with little fuss, putting them in complete control.

“From an advertiser perspective, why its exciting is that its the first social platform that would allow us to buy an audience programmatically,” an agency executive working closely with Twitter on the new ad tech told Ad Age. “We can control the investment of ad dollars, making it more fluid for our brands to buy across digital properties.”

According to Ad Age’s sources, Twitter plans to open up the ad pipes to other ad demand platforms and agencies including WPP, Dentsu Aegis, and Omnicom.