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Twitter tests new reply-bound ad format

Sydney, Australia – As part of improving the advertising experience on their platform, social media platform Twitter is testing out ad rollouts across tweet conversations.

In a tweet from Bruce Flack, revenue product lead at Twitter, he stated that users in the ad experiment will see ads after the first, third or eighth reply under a tweet. Said ad rollout experiment will be for a select number of global users, both on iOS and Android.

“We see a big opportunity to build an ad offering that creates value and aligns incentives for creators and advertisers. 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,” Flack stated in his tweet thread.

He also mentioned that they will be testing different frequencies, layouts, contextually relevant ads, different insertion points, among others. Furthermore, they will be examining their learnings on this ad rollout endeavor and figure out if it’s something they want to make permanent.

“We’re excited about trying this out for our advertisers and we’re eager to explore how it could open the door for additional opportunities to reward tweet authors and creators,” Flack added.

Meanwhile, Angus Keene, acting managing director for Twitter Australia, commented that as the platform evolves and brings forward more ways for people to connect and talk, they will continue to evaluate how they extend this offering to their advertisers and partners.

“We are now testing a new ad placement in Tweet conversations for a small percentage of people globally. This group will see ads after the first, third or eighth reply under a Tweet. By introducing this new opportunity, we hope to create value and support users and creators who drive everyday conversation and connection on our platform, while also providing incremental scale for advertisers looking to reach untapped audiences during their most engaged moments in conversations,” Keen explained.

He added, “Over the coming months, we’ll be looking at how this experiment performs and impacts the people and conversations around it.”

This is one of the latest updates from Twitter, including more recently the creation of ‘Communities’ that serves as hubs for users on the platform to discuss similar topics, interests, or hobbies.