Twitter’s been talking about adding a self-serve option to their ad program for a while now and it looks like it’s finally happening. I say “looks like,” because the only official announcement was a mention at the Business Insider’s Ignition conference.

Now, the press is all over it but Twitter is hanging back. So why aren’t they banging the drums?

The PR rep for Twitter told AllThingsDigital that they’re planning a slow roll-out of the option, beginning with a few, select advertisers.

As with all of our advertising efforts, we’re starting small, testing carefully and making improvements as we learn what works. We will slowly roll this capability out to more advertisers in the coming weeks and months.

OK I ‘ll get the cynical and sarcastic part of this thought out of the way right out of the gate. Why on earth would anyone turn to Walmart to make decisions for what gifts to buy for your friends and family? Well, when you consider that the source of the information is your friends’ and family’s information on Facebook you can relax and think “Ok, well maybe this might work.”

Walmart has used the talent of one of its acquisitions, Kosmix, to develop @WalmartLabs which is their arm for putting together apps like this one called ShopyCat. All Things Digital reported

Wal-Mart has launched its first Facebook application that helps people buy better gifts for their friends.