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February 21, 2013

Twitter launches new advertising API

The ad partnerships are expected to assist Twitter in reaching its target of $1bn in revenue by 2014

By CBR Staff Writer

Twitter has launched a new advertising application programming interface (API) that allows marketers to connect their current ad management software to their Twitter account and automate their ads on the micro-messaging site.

The social networking firm has also collaborated with API partners including Adobe Systems, Hootsuite, SHIFT, TBG Global and to sell ads that are displayed next to the website’s status updates.

Twitter product manager ,April Underwood, said the new API will provide marketers with the ability to work with its initial set of Ad API partners to manage Twitter Ad campaigns and integrate them into their existing cross-channel advertising strategies.

"Users will continue to see the most relevant Promoted Tweets from advertisers," Underwood said.

"With the Ads API, marketers now have more tools in their arsenal to help them deliver the right message, to the right audience, on the desktop and on mobile devices – all at scale."

Prior to the launch, the new system was tested with the five partners in January 2013.

In August 2012, Twitter introduced targeted promoted tweets to marketers and advertisers.

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According to reports, Twitter’s ad revenues are expected to rise by 90% to $545m in 2013 and the ad partnerships would assist the firm in reaching its target of $1bn in revenue in 2014.

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