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O Begun API, where for art thou? have led the API race in Russia to date, announcing that their API was open for testing in early January 2007. However that seems to be as far as they got – testing. Although features have been added to the test environment, the API is still not available in live mode.

That’s left many developers hanging in a state of limbo. Do they continue to develop and test applications that can not be made live? Bets are on as to how long it will take Begun to pull their act together but we hope it’s well before the summer.

API access to the major engines will allow a whole new generation of search tools and applications to be developed for the PPC sphere. This should hopefully open up the PPC process, in the same way as bid management and statistically analysis tools have in the western markets.

About Anna Wilsdon

Nick Wilsdon works as a Content and Digital Strategy Consultant He manages online campaigns for the UK's leading telecom, finance and FMCG brands.

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