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“Research firm eMarketer Inc., whose advertising forecasts are closely tracked, is set to revise higher its estimates of advertising revenue for Twitter, the short-messaging service that is among the highest profile companies on investors’ IPO watch list. From just over $288 million in 2012 ad revenue, eMarketer expects Twitter’s ad revenue to more than double to $582.8 million this year. The 2013 revenue figure is about 7% higher than eMarketer’s $545.20 million prior revenue estimate released in September.
“Twitter is a private company and doesn’t publicly disclose its financial performance. That makes estimates from eMarketer and others the best available public gauge of Twitter’s sales.
“The eMarketer estimates are an amalgam of resources that track usage of Twitter and revenue of the service, plus interviews with executives at advertising agencies, major marketers and others. The firm’s digital media forecasts were also closely watched when Facebook was a private company and didn’t disclose revenue figures. When Facebook filed for its IPO last year and revealed its revenue for the first time, the eMarketer estimates were reasonably close to the company’s actual results.”
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