Twitter's Testing Ads in Timelines Embedded on Third-Party Publisher Sites

Digital Marketing News

Twitter’s Testing Ads in Timelines Embedded on Third-Party Publisher Sites

Layla Fabian

Similar to most social media Apps, Twitter is working hard to expand its ads services and options, in order to enhance the advertisers’ experience when they’re using the Twitter Ads. Hence, back in May, it was reported that Twitter began to test a new collaboration with third-party sites, that will allow publishers to take part in a pilot programmatic ad network. The ad network’s mission was to enable ads in Twitter Timelines embedded in third-party partners’ sites. Additionally, Twitter made the Timeline ad network available only to a select group of publishers in the US.

Now, Twitter is experimenting Timeline Ads in timelines embedded on third-party publisher sites after they had begun recruiting publishers to their test within the recent months, as reported by Business Insider.

According to the Timeline Ads test that is still in alpha, publishers now have the ability to gain more revenue from the timelines embedded on their sites. In addition, Twitter is offering advertisers access to more ad inventory in easy and simple ways. Alongside these options, according to the Business Insider’s report, both of Twitter and third-party publishers will equally share the Ad revenue from Timeline Ads, with four ad placements interspersed among the top 20 tweets in an embedded stream.

As explained by a Twitter spokesperson:

“We are continuing to evolve and iterate the ways in which we can work with publishers to help them generate revenue through unique real-time content monetization opportunities, on and off platform. We are running an alpha test to explore new channels of demand with OpenX, and are looking forward to seeing how this evolves.”

He also added that Twitter is contacting publishers of all sizes, such as TheStreet.com and Advance Local, a digital media company that owns 25 local news sites, including AL.com, Syracuse.com, and OregonLive.com, which are considered to be current alpha testers.

How to participate in the Twitter Timeline Ads alpha test?

As explained by the Business Insider report, there are more points that should be explored, which are:

  • First, Twitter should approve publishers to gain access to Timeline Ads. A registration form is located on the Twitter Timeline Ads Program page.
  • Then, Approved publishers will be offered three preconfigured reports — Inventory Daily Summary, Site Revenue, and Ad Unit Summary — and will be able to set up customized reports using metrics pulled from the preconfigured reports.
  • Any publishers encouraged to take part in the Twitter test will use the IAB’s ads.txt to prevent domain spoofing and inclusion of unauthorized ad inventory within their embedded timelines.

Finally, we can say that the Twitter third-party publisher sites timeline ads won’t be a game-changer for Twitter advertising but it will effectively enhance the publishers’ revenue and raise the advertisers’ reach to the active audience across the Twitter platform by creating new channels, which can provide that.

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