• by Ben Frederick  @mp_benfred, October 21, 2015

Twitter announced a new set of application programming interfaces (APIs) it’s calling “Gnip Insights APIs” at its Twitter Flight conference for developers today. Since its purchase by Twitter last year, Gnip has been keeping archives of every tweet ever, and Twitter has been building APIs to help marketers make sense of all that data.

The new Engagement API, which measures impressions and granular engagement data, and Audience API, which delivers aggregate information about custom-defined groups of people who use Twitter, are surfacing data that Twitter and Gnip have never surfaced before.

Both APIs are still in beta.

The Real-time and Historical APIs were the only other APIs Gnip had in operation until now.

NetBase, a social media analytics company, has been selected as an early partner to bring the Audience API to market. The API connects to Twitter’s audience demographic, media consumption, device usage and psychographic models, giving marketers more insight into consumers that use Twitter’s platform while protecting their privacy.

NetBase’s language analytics technology allows it to leverage the API data to learn more about audience segments and target them with more relevant content. NetBase counts Coca Cola, Yum! Foods, Walmart and T-Mobile among its clients and partners.

Networked Insights, which works with Under Armour and Disney, according to its Web site, is the only other launch partner that has access to the new APIs.