As of August 22nd, all newly created mobile app promotion campaigns using cost per app click (CPAC) bidding will default to target bidding instead of max bidding. On November 17th max bidding will no longer be supported.
- Up to this point, all MAP bidding types (cost per app click, optimized action bidding and CPI bidding) utilized max bidding, which allows advertisers to set a maximum bid that Twitter will never exceed.
- Starting on August 22nd, all newly created mobile app promotion campaigns using cost per app click bidding will use the target bidding model. CPAC campaigns created through the API will default to this behavior as well. Note that this will not retroactively change the bidding behavior of CPAC campaigns that have already launched prior to that date.
- The other MAP bidding types (optimized action bidding and CPI bidding) will remain unchanged, i.e., will continue to support setting a maximum bid
- The API will continue to support MAX bidding on the POST accounts/:account_id/line_items endpoint, for MAP campaigns using CPAC bidding. On Nov 17th, the API will discontinue support for MAX bidding type.