The media landscape is about to change yet again.  As Twitter moves to raise $400 million in funding it will test a new application programming interface (API) that will allow major advertisers to use two formats to push out ads in large quantities.

Twitter has experimented with promoted tweets, accounts and trends over the past year.  But through this new platform ads will be pushed directly into a users’ stream.  Promoted Tweets to followers will allow an advertiser to sponsor any tweet that users post. Promoted Accounts will allow advertisers to promote their Twitter account to other users.  Speculation has Twitter introducing a self–serve ad platform by the end of 2011.  Currently, advertisers must work through a sales person to place their ads.

Twitter has been behind other social media applications when it comes to advertising and this move could certainly give the company its desired boost.  I have to wonder, though, at what cost?

As a media professional, I am always seeking the next unique vehicle to reach our clients’ consumers in relevant environments.  The caution is to reach them in a way that doesn’t aggravate them.  Since Twitter has yet to disclose full capabilities of the API, on the surface it appears to be a solid platform to showcase a client’s message, much like Facebook has become.  Will users click on ads or retweet them, proving success and providing a sound ROI? That’s obviously the hope.

Twitter’s move to flood its space with advertising, however, might result in a negative effect on the user. The absence of blatant advertising has been welcome by those who embrace Twitter as a tool for news and information sharing. It does appear that Twitter is going to move slowly in rolling out this new platform in an effort to minimize any negative effects.  Time will tell if the boost in revenue for Twitter will outweigh annoying their users. If it doesn’t it runs the risk of pushing them toward other platforms, such as the new Google+ network.