Twitter is introducing a new ad service that allows marketers to place six-second pre-roll ads in video content across its platform as part of its Amplify program.
Here’s how it works: creators upload videos and opt in to start monetizing their content. Advertisers select categories of videos they want to target ads to, along with other criteria. The ad is then automatically inserted into the most relevant clips.
Fox, MTV, FX, WWE, Funny or Die, USA Today, BuzzFeed, Time, and other major publishers have already signed on to the new Amplify program.
Twitter will take a 30 percent cut of the revenue earned from these ads, while content creators will retain 70 percent — a much better deal than what Facebook and YouTube — who keep 45 percent — are offering.