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According to a recent eMarketer report, Twitter’s 2011 advertising revenues will fall short of the earlier $150 million projection. However, when compared to Twitter’s $45 million of revenue in 2010, the revised 2011 projected revenues of $139.5 million represent a growth rate of 210%. The primary reason Twitter will not meet the $150 million projection is a delay in rolling out a “self-serve” ad platform. Debra Aho Williamson, an eMarketer analyst, said the following of the “self-serve” platform’s role in Twitter’s revenue growth: “Twitter is looking to compete for the same advertisers that made Google and Facebook’s self-serve advertising platforms smash hits. Self-serve advertising accounts for about 60% of Facebook’s ad revenue—that’s a pinnacle Twitter will hope to reach as well.” While the revised 2011 revenue projection shows decreased revenues, the report provided positive news as well. It predicted that Twitter would reach annual revenues of over $400 million by t...

Twitter is a powerful platform for websites to share their content, and drive traffic and engagement. However, people have struggled to accurately measure the amount of traffic Twitter is sending to their websites, in part because web analytics software hasn’t evolved as quickly as online sharing and social signals. Today we’re announcing Twitter Web Analytics, a tool that helps website owners understand how much traffic they receive from Twitter and the effectiveness of Twitter integrations on their sites. Twitter Web Analytics was driven by the acquisition of BackType, which we announced in July. The product provides three key benefits: Understand how much your website content is being shared across the Twitter network See the amount of traffic Twitter sends to your site Measure the effectiveness of your Tweet Button integration Twitter Web Analytics will be rolled out this week to a small pilot group of partners, and will be made available to all website owners with...