Twitter begins integrating advertising software

SAN FRANCISCO Thu Feb 21, 2013 3:03am IST

An illustration picture shows the log-on icon for the Website Twitter on an Ipad in Bordeaux, Southwestern France, January 30, 2013. REUTERS/Regis Duvignau/Files

An illustration picture shows the log-on icon for the Website Twitter on an Ipad in Bordeaux, Southwestern France, January 30, 2013.

Credit: Reuters/Regis Duvignau/Files

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SAN FRANCISCO (Reuters) - Twitter Inc said on Wednesday it is opening up its platform to third-party advertising management software, taking another step to establish its ad-based business model ahead of an initial public offering.

The ads application programming interface, or API, would allow advertisers to connect their existing ad management software to their Twitter account to automate ads on the micro-messaging platform.

Twitter said that it would begin by integrating with ad software by Adobe Systems Inc (ADBE.O), Salesforce Inc (CRM.N), Hootsuite, SHIFT and TBG Global.

"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," Twitter product manager April Underwood wrote in a blog post.

Under pressure to show growing revenues, Twitter in recent years has ramped up its ad-serving capabilities while building a sales staff to woo corporate marketers. 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. The new API would allow great automation for advertisers, who previously had to manually write every promoted tweet.

In 2013, Twitter's ad revenues are expected to grow nearly 90 percent to $545 million, according to eMarketer which noted that Facebook Inc (FB.O) experienced similarly rapid growth after opening its API to advertisers in 2011. (Reporting By Gerry Shih; Editing by Bernard Orr)

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