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People have speculated that 2013 will be the year that Twitter will reach $1 billion in advertising revenues. That strategy could get a boost very soon with the entry of mass-market advertising: Twitter is finally gearing up to launch its advertising API some time in Q1. Aimed at large advertisers and their agencies, it will give them the ability to launch scaled-up campaigns across the social network, and it also opens the door to more sophisticated targeting and analytics tools in the process.
According to several sources, the company has started briefing social media marketing agencies, which help brands and big advertisers plan and buy ads on social networks like Twitter, with conversations taking place just before the holidays.
“I have been in discussions with Twitter and they contacted us right before the holidays saying it was getting close to having their advertising API ready,” one executive said.
TechCrunch also spoke with a would-be advertiser, who said that his agency advised against changes in their Twitter ad strategy in the short-term “because their API will be changing” in Q1 of this year.
Twitter declined to comment for this story — “We don’t have anything to share at this time,” a spokesperson told me. And it has not started sharing too many details about what the advertising API would entail, exactly, with agencies, “but we have been getting updates that state that it will be very close to what their current self-serve model is,” a source said.
Twitter first introduced advertising on its platform in April 2010, and the self-service tool that is currently in place lets companies, and their agencies, upload ads to run across the social network covering formats like Promoted Tweets.