For Twitter’s advertisers, the world has become a much simpler place.

When the speed-of-thought social media platform announced on June 1 that it was consolidating its Marketing Platform Partner and its Certified programs to create Twitter Official Partners, or TOP—a program AdParlor is part of—we were seeing the continued maturation of the Twitter ad ecosystem.

“Twitter Official Partners have been recognized by Twitter because of their high-quality products or expert-level services and proven success on Twitter,” Global Director of Developer and Platform Relations wrote in a blog post. “This growing program, new site and new logo are just the beginning. We’re excited to put more resources into developing Twitter’s ecosystem for years to come.”

What does it all mean?

Instead of the hunt-and-peck process advertisers and agencies might have faced with the previous programs, the TOP streamlines the process of finding the right vendor for you.

Need a North American-based partner specializing in creating complex multi-ad group direct response campaigns? You’re a few clicks away from an entire list.

How about a partner in Asia that does mobile gaming advertising exceptionally well? You’re covered there, too. (For the record, AdParlor is listed in eight industries on Twitter’s TOP site. You can see the full menu of our designations below.)

How did we get here?

In 2012, Twitter chose a dozen vendors to be part of its Twitter Certified Products Program, or TCPP. There were just three verticals at that time: in engagement, analysis, and data resellers.

Then in 2014, the Twitter Marketing Platform Partner program combined all Ads API partners and those involved in measurement and targeting.

A year later, we’re seeing further refinement of the Twitter vendor ecosystem—and that’s great news for all involved. Why? Each member of the TOP will be forced to stay innovative, creative, and at the forefront of meeting the evolving needs of Twitter advertisers. Charles Darwin would be proud of this digital marketing “survival of the fittest” exercise.

Where does it go from here?

The TOP will likely be a continual work-in-progress. Here’s how we see it developing as time goes along:

  • Twitter will add more partners that pass its stringent qualification criteria.
  • Look for further specialization of partners that have products and services designed to solve advertisers’ niche problems.
  • The current specializations are Engagement, Direct Response, and Mobile App Promotion—but we predict Video will also become a specialty.

How does AdParlor fit in?

The TOP website designers did a nice job of laying out the strengths and abilities of each partner. Here’s a snapshot—courtesy of Twitter—of AdParlor’s score sheet:

AdParlor can help with:
  • Managing Ads
  • Managing Mobile Ads (Mobile Application Promotion/Install)
  • Measuring Ads
  • Optimizing Creative Ad Performance
AdParlor can help from:
  • Canada
  • United States of America
  • United Kingdom
  • Brazil
  • Singapore (Adknowledge Asia)

As you can see, we run the digital advertising gamut: from mobile gaming and CPG to retail and travel. And we cover those verticals from locations on four continents. If you have any questions about the TOP or how we can help you deliver results on your next Twitter (or Facebook) campaign, let us know. Our contact information is right here.