Twitter Tests Inserting Ads Into Your Tweet Conversations

If you really dislike the ads injected into your Twitter stream, prepare yourself for some more, only this time they are going to appear between replies in tweet conversations.

Twitter is a free service, which means it relies on advertising to generate revenue. The more (and more effective) the ads are, the more money Twitter makes. With that in mind, Bruce Falck, Twitter Revenue Product Lead, has announced a new test is being carried out globally on both iOS and Android versions of the Twitter app.

If you are part of the test, expect to start seeing ads appear between replies in your tweet conversations. Falck says the ads can appear after the first, third, or eighth tweet within conversations and that Twitter sees this as “a big opportunity to build an ad offering that creates value and aligns incentives for creators and advertisers.” Of course, it needs to be tested and tweaked before becoming a core feature of the service, or scrapped if it simply doesn’t work.

The format is likely to change during testing, with Falck explaining, “We’ll test different frequencies, layouts, contextually relevant ads, different insertion points, etc. And we’ll examine our learnings and figure out if it’s something we want to make permanent.” Falck also confirmed that creators will likely be able to opt-in to this ad feature and “get a cut of the ad revenue.”

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Regular Twitter users are used to seeing ads and may feel that perhaps there are too many on the platform already, Responses to this test are unsurprisingly quite negative, but if it shifts some of the ads out of the main Twitter stream and into conversations that could end up being a positive step. As Twitter user Ryan Lampkin suggests in his reply to Falck, “I understand you need to make money, but we’re at ad-overload already. If you find more value in between replies, take out ads from the main timeline. Thx.”

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