Twitter

Twitter starts putting ads in front of Periscope videos

Written by Jaymin Shah

Twitter has opened up another place for video ads, the buzziest online advertising sector, as it looks to find more revenue for its flight to profitability this year.

Starting Tuesday, select partners can apply to have ads run in front of Periscope videos.

The deal is an extension of the one reached earlier with ad company Amplify, reports Re/code.

The ads are powered by Amplify, Twitter’s existing pre-roll video ad product, which the company uses to run short commercials ahead of popular video, like NFL or NBA highlights. In those cases, the content creators get roughly 70 percent of the ad revenue, and Twitter keeps 30 percent. A company spokesperson says these ad splits are “similar” to the existing Amplify deals.

This means that only those brands which already have a partnership deal with Amplify will see their videos monetized.

Reuters notes that Twitter is being careful to avoid the mess in which Google recently found itself, when major brands found their ads embedded into – or appearing alongside – hate videos on YouTube.

Twitter is only offering up a select group of publishers for brands to buy ads against, which will let advertisers know exactly where their ads are showing up. “This is the solution to that problem,” Matthew Derella, Twitter’s vice president of global revenue and operations, told Reuters. “We believe the advertiser should have control.”

About the author

Jaymin Shah

Jaymin Shah is a tech entrepreneur. He is the Founder & CEO of TechOptimals. He has made a name for himself in the tech media world as a writer relentlessly covering Technology, in addition to a broad range of startups. Contact Jaymin at jaymin@techoptimals.com

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