Twitter’s advertising revenue is expected to triple to around $540m by the end of 2014 due to an increase in users and advertisers, according to marketing analysis firm eMarketer.
Stats from the firm suggest that growth will remain strong in the US market, which currently accounts for 90% of Twitter’s advertising revenue, as emerging markets get stronger.
However, Twitter has a long way to catch up with Facebook in terms of monetisation strategy, with the social networking firm said to be approaching $1bn in net revenue for 2011.
Twitter’s plan to expand and grow in emerging markets is likely to be one of the reasons behind its controversial adoption of a framework to enable country-specific censorship of content, according to US reports.
Although Twitter chief executive Dick Costolo claims that the company is acting to comply with local laws and is making its censorship transparent, the move has been met with outrage by many users.
Activists in Egypt, China and Cuba have accused Twitter of selling out and have threatened to boycott the microblogging service if it does not abandon censorship plans, according to reports.
Twitter claims critics are jumping to the wrong conclusions, pointing out that it will post a censorship notice whenever a tweet is removed and will post the removal requests it receives.
“This is about us keeping content up whenever we can and to be extremely transparent with the world when we don't. I would hope people realise our philosophy hasn't changed," said Alexander Macgilliviray, Twitter's general counsel.