Twitter is testing a new ad format in tweet conversations

Twitter Revenue Product Lead Bruce Falck announced in a tweet that they have started testing a new ad display format on the platform. Now, iOS and Android users worldwide involved in the test, will come across ads inside conversations threads. 

With this new format, the company says it aims to show more personalized ads. As seen in the screenshot shared by Falck, if you are talking about food, you may see a coffee ad in the thread. Ads will appear inside conversation threads after the first, third and eighth replies.

Starting today, we’re trying something different and testing a new ad format in Tweet conversations. If you’re a part of this test (which is global; on iOS & Android only), you’ll see ads after the first, third or eighth reply under a Tweet. 🗣️ pic.twitter.com/kvIGeYt2vp

— bruce.falck() 🦗 (@boo) October 13, 2021

“We see a big opportunity to build an ad offering that creates value and aligns incentives for creators and advertisers,” said Falck, in the announcement. “As we experiment with this format over the coming months, we’ll focus on understanding how it performs and how it impacts the people and conversations around it. We’ll test different frequencies, layouts, contextually relevant ads, different insertion points, etc. And we’ll examine our learnings and figure out if it’s something we want to make permanent. We’re excited about trying this out for our advertisers and we’re eager to explore how it could open the door for additional opportunities to reward Tweet authors and creators,” he added.

Announcing last week that it is selling its mobile advertising platform MoPub to AppLovin for $1.05 billion in cash, the company also announced on Tuesday the changes it has made to App Installs, which allows app developers and advertisers to run app download ads, and the features it’s already testing.