Twitter has announced this week the development of an application programming interface (API) which allows advertisers to better manage their campaigns on its site. Campaigns previously had to be managed manually, but are now automated in the new API system which also allows advertisers to integrate campaigns with other sites, including Facebook and LinkedIn.
For the last few months, Twitter has been working closely with hand-picked partners in the development of the new API. Adobe, HootSuite, Saleforce, SHIFT and TBG Digital were chosen by Twitter because the address some of the most pressing needs of advertisers.
Latest figures show that there are more than 200 million active Twitter users on the web, on mobile devices and on tablets. The new advertising API should help to greatly improve Twitter’s advertising revenue which was $259 million last year. The forecast is that Twitter’s advertising revenue will grow to $400 million in 2013.