Twitter integrates advertising software
21 February 2013
Twitter is opening up its platform to third-party advertising management software, taking another step to establishing its ad-based business model.
The ads application programming interface, or API, would allow advertisers to connect their existing ad management software to their Twitter account to automate ads.
Twitter said that it would start by integrating with ad software by Adobe Systems, Salesforce, Hootsuite, SHIFT and TBG Global.
The firm said last year it would allow marketers to target Twitter users based on a profile of their perceived interests and by location. Twitter makes money every time a user clicks or retweets a "promoted" message paid for by an advertiser.
In 2013, Twitter's ad revenues are expected to grow nearly 90pc to $545m, according to eMarketer which noted that Facebook Inc experienced similarly rapid growth after opening its API to advertisers in 2011.
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