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Twitter Testing YouTube-Like Video Advertising Model With New Amplify Offering
The test will allow advertisers to show ads in organic videos and eliminates the need to have direct publisher deals.
Twitter is opening up its Amplify program beyond direct publisher buys with a new option that should appeal to a much wider array of advertisers looking to run pre-roll ads on the platform.
Instead of having to have sponsorship deals set up with select publishers to participate in Amplify, advertisers will be able to bid on categories of videos and add additional audience targets on top of those categories. Twitter will serve pre-roll ads into the most topically relevant videos being watched by the advertiser’s target audience.
A key difference between the Open beta and the Custom program currently offered is that the pre-roll ads in the Open program will run on organic videos. This is similar to the YouTube model, where publishers can monetize much more of their video inventory. With the Custom program, video content is distributed via Promoted Tweets.
Publishers such as Outside Television, HGTV, Maker Studios, Mashable, People, Sports Illustrated and SBNation are participating in the new offering.
The beta is open to a select number of publishers and advertisers in the US. Twitter plans to expand globally. Those interested in joining the beta can contact Twitter.