The official launch of the Twitter Ads API was inevitable but still important for the marketing ecosystem. One of the world’s biggest human-fed and –curated platforms has taken a step in the right direction – using technology to help make marketers’ lives easier.

Twitter is taking a page out of the playbook of Facebook, which started its journey toward a mature advertising business with its own API in 2009. They built on this success with the launch of Facebook Exchange in 2012. As one of the original FBX partners, we have seen the data and scale available become important to many top brands.

It is no secret that consumers are engaging across devices and media. These always-connected people, using Twitter on their smartphones, can now be more efficiently and intelligently reached through initiatives like this one. Consumers are cross-channel, marketers must be as well. I have seen the power of ad technology and automation to make marketers’ lives easier, giving them insight, control and performance in a diffuse and ever-changing digital marketing landscape.

A natural evolution for Twitter

Twitter has long faced the conflicting drives of every social platform: serve the audience, remaining relevant and unobtrusive, while still attracting marketing spend. Through this move they are bringing new audiences and data to the table. Scale helps brands pan for gold. To find that gold, you need to start with a lot of sand, and you need the insights to sift through it.

The promise is that we have a tremendous new trove of data available, highly engaged consumers to connect with, and the technological capability to integrate that into a cross-channel software platform. This opens a great potential opportunity for major brands, agencies and trading desks.

The job of advertising technology is to cut through the clutter of an increasingly complicated marketing and channel landscape to simplify workflow and ease of reaching consumers everywhere they interact with brands. We have seen how onboarding new inventory channels in the display, mobile, social and video ecosystems have helped grow the entire industry. Brands are increasingly able connect with audiences faster and smarter, on any device and on any channel – in real time, and with maximum ROI.

Marketers need to focus on marketing

It’s a marketers’ job to strategize and create brilliant campaigns. It is the job of the providers of the utilities, services and inventory to focus on the technology tools to enable them to do so. This initiative lets brands continue to do exciting creative work like the Oreo Super Bowl Twitter ad.

This is the art of marketing. And, it brings the science of marketing to Twitter, with more data and analytics in the CMO’s dashboard, allowing execution in real time. Undoubtedly we’ll see more multi-screen campaigns, with marketers bringing powerful programmatic tools to bear on a new social channel. We should all be excited by Twitter joining us in the movement to make digital advertising smarter and more efficient.