Twitter will open platform for Third-party advertising management software

Abstract: According to foreign media reports, Twitter local time Wednesday said that the company will be the third party advertising management software open platform. This is another step in the creation of a business model that relies on advertising to generate revenue before IPOs (IPO). Advertising API (Application series

According to foreign media reports, Twitter local time in Wednesday said the company will be the third party advertising management software open platform. This is another step in the creation of a business model that relies on advertising to generate revenue before IPOs (IPO).

The Advertising API (application programming Interface) will allow advertisers to connect their existing ad management software to the Twitter account, automatically dealing with issues related to posting ads on Twitter.

Twitter says it will first open its advertising software platform to companies such as Adobe, Salesforce, HootSuite, Shift and TBG global.

"Using the advertising APIs, advertisers can use more tools to help them distribute the right information to the right audience through their desktops and mobile devices," April Underwood, a Twitter product manager, said April Ander. ”

Given the pressure to generate revenue, Twitter has increased its ability to advertise in recent years and has set up a sales force to attract advertisers. Twitter said last year that it would allow advertisers to selectively post ads to users based on their interests and geographic location.

Users who click or forward a billing message for advertisers can generate revenue for Twitter. The new API will increase the automation of advertisers ' advertising, and advertisers must publish each promotional message manually.

emarketer, a market research firm, predicts that 2013 Twitter advertising revenue will grow by nearly 90% to 545 million dollars. EMarketer points out that Facebook's advertising revenue has also grown rapidly since the API was opened to advertisers in 2011.