You are looking at the HTML representation of the XML format.
HTML is good for debugging, but is unsuitable for application use.
Specify the format parameter to change the output format.
To see the non HTML representation of the XML format, set format=xml.
See the complete documentation, or API help for more information. 
<?xml version="1.0"?>
<api>
  <query-continue>
    <alllinks galcontinue="Click-to-Click_Statistics|1266" />
  </query-continue>
  <query>
    <pages>
      <page pageid="1233" ns="0" title="List of advertising campaigns" />
      <page pageid="1237" ns="0" title="Adding a teaser" />
      <page pageid="1243" ns="0" title="Adding Promotional Post" />
      <page pageid="1266" ns="0" title="Work with campaign statistics" />
      <page pageid="1294" ns="0" title="Teaser adding" />
      <page pageid="1302" ns="0" title="For advertisers" />
      <page pageid="1579" ns="0" title="A Guide to create an advertising campaign on Kadam.net" />
    </pages>
  </query>
</api>