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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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Account Removal, Information Requests up From India: Twitter

"The number of reports we received from governments of terrorist content decreased by 77 per cent compared to the previous reporting period," said Twitter

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Twitter on a smartphone device. Pixabay

The Indian government made information requests for 355 Twitter accounts in the January-June 2018 period while law enforcement agencies in the country asked the micro-blogging platform to remove 237 accounts for violating the law of the land.

According to Twitter’s 13th biannual Transparency Report, the company provided some information to the Indian government in 11 per cent of cases.

“Twitter withheld two accounts and 23 Tweets in response to a legal demand from the Ministry of Electronics and Information Technology (MEITY) under Section 69A of the India Information Technology Act, 2000, for propagating objectionable content,” the company said in the report late Thursday.

When it comes to legal requests (including 9 requests in the form of court order) from India, 19 accounts and 498 Tweets were withheld as per the rules.

In total, Twitter met the legal demands to withhold some content from India in 5 per cent of the cases.

“Governments (including law enforcement agencies), organisations chartered to combat discrimination, and lawyers representing individuals are among the many complainants that submit legal requests,” said Twitter.

In July-December 2017, the Indian government made information requests for 315 Twitter accounts and law enforcement agencies had asked the social network to remove 144 accounts.

Globally, Twitter received 10 per cent more government information requests (combined emergency disclosure requests and non-emergency requests), which is the largest percentage increase since its July-December 2015 report.

“The latest report shows that Twitter received approximately 80 per cent more global legal demands, impacting more than twice as many accounts compared to the previous reporting period.

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Twitter on a smartphone device. VOA

“Similar to the last reporting period, roughly 87 per cent of the total global volume originated from only two countries: Russia and Turkey,” Twitter said.

For the first time, Twitter published metrics pertaining to its actions to fight spam and other malicious forms of automation.

“We challenge millions of potentially spammy accounts every month, requesting additional details, like email address and phone numbers to authenticate them. From January to June, 2018, approximately 75 per cent of accounts challenged ultimately did not pass those challenges and were suspended,” informed the company.

The average number of reports it received through reporting flow continued to drop — from an average of approximately 868,349 in January to approximately 504,259 in June.

“These report decreases indicate the effectiveness of our proprietary built technology in proactively identifying and challenging accounts at source and at scale,” said Twitter.

In the same period, Twitter suspended 487,363 accounts for violations related to child sexual exploitation.

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Nearly 97 per cent of these accounts were proactively flagged by a combination of technology, including PhotoDNA, and other purpose-built internal proprietary tools.

Twitter also suspended a total of 205,156 accounts flagged for promoting terrorism. Of those suspensions, 91 per cent consisted of accounts that were proactively flagged by internal, proprietary tools.

“The number of reports we received from governments of terrorist content decreased by 77 per cent compared to the previous reporting period,” said Twitter. (IANS)