Microblogging site Twitter is reportedly planning to launch a new tool that would allow advertisers to publish customised advertisements directly on its service.
Reuters reported, citing sources familiar with the matter, that Twitter is planning to roll out an application programing interface (API) for advertisers.
API technology allows Web communities to create an open architecture for sharing content and data between communities and applications.
APIs allow an user with a Facebook account to add live comments on Twitter.
With the technology, content can be dynamically posted in multiple locations on the Web and video content can be embedded on sites which are served by another host.
Twitter hopes to generate more revenue from advertising with the help of this technology.
Though the microblogging site has over 300 million users its revenue from advertising has lagged behind social networking sites like Facebook.
One source told Reuters, "It would increase the opportunity for advertisers to participate in that marketplace. Right now you’ve got to talk to a salesperson" to publish an ad on the service.
The five-year old company started offering advertising in April last year.
Twitter has not commented on the matter, but told Reuters that, "We’re always thinking of ways to help marketers get more value from advertising on Twitter."
Recently, Twitter launched a new developer site, dev.twitter.com for third party applications developers.
The company revealed the new site while announcing that the number of registered applications built for the Twitter "ecosystem" has crossed one million.
Around 750,000 developers worldwide have contributed to the apps, said Twitter.
