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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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Microblogging Site Twitter Releases Tweets Linked to Russia, Iran

"We may also release incremental additions to existing datasets if we believe the additional information could materially impact research findings," Twitter said

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Twitter releases data linked to Russian, Iranian info campaigns. Pixabay

With the goal of improving understanding of how foreign influence campings operate on Twitter, the microblogging site has now released massive datasets of accounts linked to potential influence campaigns originating in Russia and Iran.

These large datasets released this week comprise 3,841 accounts affiliated with the Internet Research Agency (IRA), originating in Russia, and 770 other accounts, potentially originating in Iran.

Totalling over 360 gigabytes – including more than 10 million Tweets and more than 2 million images, GIFs, videos, and Periscope broadcasts ?the data store provides a picture of how state-sponsored agencies have used the Twitter platform, technology news website Ars Technica reported on Friday.

IRA allegedly ran information campaigns on several social media platforms to undermine the political process in the 2016 US presidential election.

TWitter
The logo for Twitter is displayed above a trading post on the floor of the New York Stock Exchange. vOA

With Twitter coming under scrutiny for its failure to stop the spread of misinformation during the election, the microblogging site, earlier this year, committed to the US Congress and the public to provide regular updates and information regarding its investigation into foreign interference in political conversations on Twitter.

Since that time, Twitter has shared examples of these types of content posted on Twitter by IRA and provided the public with a direct notice if they interacted with these accounts.

In August this year, Twitter also disclosed details of another attempted influence campaign it identified as potentially located within Iran.

The datasets released this week are aimed at enabling independent academic research and investigation into the nature of foreign influence campaigns, Twitter said.

Twitter
Twitter on a smartphone device. Pixabay

“We are committed to understanding how bad-faith actors use our services. We will continue to proactively combat nefarious attempts to undermine the integrity of Twitter, while partnering with civil society, government, our industry peers, and researchers to improve our collective understanding of coordinated attempts to interfere in the public conversation,” Twitter said.

A preliminary look at the data by Ars Technica revealed that a common tactic used by the IRA was to create “local news” accounts for major US cities, seeding them with posts linking to local news outlets.

The accounts, such as “Atlanta Online,” “Baltimore Online,” “Baton Rouge Voice,” “Chicago Daily News,” and “Dallas Top News” would also include tweet-length news headlines with no link, the report said.

Also Read- Habitability Of Surrounding Planets Affected By Super Flares Of Red Dwarfs: NASA

Twitter said if it identifies additional attempted information operations on Twitter in the future, it will release similar datasets in a timely fashion after completing its investigations.

“We may also release incremental additions to existing datasets if we believe the additional information could materially impact research findings,” Twitter said. (IANS)