Twitter is testing a new ad format in replies

Mariam Cheik-Hussein
By Mariam Cheik-Hussein | 15 October 2021

Twitter is testing a new ad format on its platform in a bid to increase advertising revenue.

Twitter revenue product lead Bruce Falck says the social media app will place ads in Tweet conversations in a global trial for select iOS and Android users.

As part of the test, ads will appear after the first, third, or eighth reply under a tweet.

"We see a big opportunity to build an ad offering that creates value and aligns incentives for creators and advertisers,” Falck says.

“As we experiment with this format over the coming months, we’ll focus on understanding how it performs and how it impacts the people and conversations around it.”

Twitter will test different frequencies, layouts, contextually relevant ads, and different insertion points, and more as part of the trial before deciding if it will implement the new format.

Falck says it is likely that creators will be able to opt-in to the format and earn a portion of the ad revenue.

Twitter has been releasing a list of new products in recent months, including revenue boosting products such as subscriptions and ticketed events.

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