Will Twitters Ad API Prompt a Torrent of Ads?

Twitter on Wednesday opened the floodgates to a torrent of new advertising. While that's going to be great for revenues, there's a risk of an oversaturation of ads in the stream.

Balancing user experience with monetization needs is a delicate task for any media company, but Twitter is uniquely vulnerable. As Clark Fredricksen, VP at eMarketer, points out, Twitter does not have a right column for direct-response ads the way Facebook does. The only real estate for sale on Twitter is that company's equivalent of the News Feed.

The comparison is an apt one. Facebook introduced its advertising API in 2009 in limited private beta and by 2011 and 2012 was making 60% of its revenues from API-…
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