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Twitter to allow brands to buy commercials on its video streams for Periscope

Twitter is allowing a select group of advertisers to purchase pre-roll videos, meaning those that run prior to the publishers’ content, on Periscope streams

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March 30, 2017: Twitter, trying to boost its sagging advertising revenue, will allow brands to buy commercials on its video streams for Periscope, signaling a major push to make money off the live-streaming platform, the company announced on Tuesday morning.

With sponsors growing more wary of exactly what kind of online videos their ads are being placed against, Twitter is allowing a select group of advertisers to purchase pre-roll videos, meaning those that run prior to the publishers’ content, on Periscope streams.

Twitter acquired Periscope in 2015.

Google’s YouTube, long the dominant force for online video ad dollars, has seen an exodus from brands upset to find their ads running alongside anti-Semitic and other videos that shocked customers. Companies that left included Verizon Communications, AT&T Inc and Johnson & Johnson.

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YouTube’s selling process automatically places ads next to videos that meet the criteria for the audience advertisers want to reach, but the Alphabet unit has had difficulty policing the vast array of videos that are uploaded.

Twitter is only offering up a select group of publishers for brands to buy ads against, which will let advertisers know exactly where their ads are showing up. “This is the solution to that problem,” Matthew Derella, Twitter’s vice president of global revenue and operations, told Reuters. “We believe the advertiser should have control.”

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The video ads will only be seen when viewed within Twitter’s platform. Twitter allowed for Periscope streams to be integrated within Twitter last year. The advertisers will be able to purchase ads on Periscope videos through Twitter’s Amplify program.

Until now, Twitter has monetized Periscope by relying on brands to purchase Promoted Tweets, which are placed in user feeds, even for those who do not follow the company on Twitter. The goal is to draw more attention whenever the company is live-streaming something on Periscope.

Twitter is looking to turn around its sagging fortunes. Its stock has slumped 8 percent so far this year as investors have worried about slowed user and advertising revenue growth, along with mounting competition from Facebook Inc’s Instagram, and Snap Inc’s Snapchat.

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In the fourth quarter of 2016, Twitter posted the slowest revenue growth since it went public four years earlier, and revenue from advertising fell from a year earlier. The company warned that advertising revenue growth would continue to lag user growth during 2017. The company is also considering a paid subscription offering. (VOA)

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Developers Can Now Access Full Twitter Archive

The micro-blogging company committed to give the developer community a unified platform with scalable access to Twitter data

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Developers can now access twitter archives. VOA
Developers can now access twitter archives. VOA
  • Now developers can access Twitter archives
  • It will help developers build a business with the micro blogging site
  • The company has launched three types of APIs

Twitter has launched “premium full-archive search endpoint”, a premium product for developers that will provide them access to the full Twitter archive, including the first tweet from its CEO Jack Dorsey in 2016.

Starting Friday, the full archive search endpoint is available in beta for the developers’ community.

Twitter is a social micro-blogging site. Wikimedia Commons
Twitter is a social micro-blogging site. Wikimedia Commons

This is the first time that this data is available outside of site’s enterprise application programming interface (API), the company said in a statement.

“Like the premium 30-day search endpoint, we want to give you greater access to Twitter history, and we want to make it easy to innovate and to grow your solution,” the micro-blogging platform added.

Also Read: Sale or No Sale: As Twitter tries to broaden its appeal to more people, Users are bound to see Changes

The feature works similarly to the 30-day endpoint and supports more complex queries, higher rate limits and other advanced features.

It will also allow developers to experiment with the new API in a free “Sandbox” environment where they can test things with up to 50 requests per month.

Twitter has launched three types of APIs to facilitate this.
Twitter has launched three types of APIs to facilitate this.

Users can visit “Subscriptions” in their developer accounts to manage this new endpoint.

Last year, the site laid out a vision for its API platform and published a public roadmap.

The micro-blogging company committed to give the developer community a unified platform with scalable access to the site’s data and more predictability so that they can build businesses with Twitter.

The company launched a third type of API — premium APIs — to bridge two types of access to Twitter data.

Also Read: Twitter introduces fast and data-friendly ‘Twitter Lite’ in India with Vodafone as its first global launch partner

This will help Twitter build business with developers and vice-versa. VOA
This will help Twitter build business with developers and vice-versa. VOA

The “premium APIs” can serve as “standard (free and public) APIs” that provide basic query functionality and foundational access to Twitter data and “enterprise APIs” (subscription-based), which deliver real-time and historical data to power businesses at scale. IANS