Twitter tests a new ad format in conversations

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 15, 2021, 3:22 PM UTC

The test results will be used to determine whether the option will be rolled out or not.

In a recent tweet thread, Twitter's Revenue product Bruce Falck revealed that the company would be testing a new ad format within conversations. Falck further noted that the test will be global but exclusively for Android and iOS.

With Twitter aiming to improve the health of its platform's conversations, the company is looking to monetise them. For the users in the test group, Twitter will only show the ads after the first, third or eighth replies under a tweet.

The ads will be contextually relevant, with different frequencies, insertion points and layouts. Falck said, "We'll focus on understanding how it performs and how it impacts the people and conversations around it."

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