Twitter Looking to Expand its Programmatic Offerings

Twitter has started recruiting publishers to take part in a pilot programmatic ad network that will place ads in Twitter Timelines embedded in publishers’ sites.

According to the “Introducing the Twitter Timeline Ads Pilot” page on Twitter’s business site, the Timeline ad network will be available to a select group of publishers in the US soon. The native ad format supported by the network is called Timeline Ads.

From Twitter’s business site:

You already enjoy the power of real-time Tweets on your webpage through embedded Timelines. Now, let it generate revenue for your site. The Twitter Timeline network is the first ad program that allows publishers to offer real-time content to their audiences and drive incremental revenue with targeted ads.

Publishers are asked to give a name, email and website address to be considered for the pilot program.

Twitter’s MoPub network for mobile sites and apps enables advertisers to extend their reach via the Twitter Audience Platform (TAP), but lags behind competitor options like Google’s Display Network and DoubleClick Ad Exchange or Facebook Audience Network.

In releasing its Q1 earnings report earlier this year, Twitter said it had plans to “tap into new channels of demand.” More than half of its ad revenue that quarter came from video, Twitter said. At the time, company executives said that its ad revenue priorities going forward will be centered around improving its core ad offerings.

Depending on how the pilot program evolves, the new Timeline Ad network may very well help Twitter appeal to advertisers wanting more programmatic AD opportunities, while giving publishers the opportunity earn ad revenue. Twitter has not yet formally announced the pilot offering.