Twitter's looking to expand its ad options to third-party websites by giving advertisers the opportunity to show their promoted tweet content to visitors of sites which use display embedded Twitter timelines.
The option, first reported by Business Insider, would enable businesses to target ads by website, exposing their ad content to audiences based on their web browsing habits, and thus, interests.
Many websites use embedded Twitter timelines to display their company's latest tweets, and showcase additional ways visitors can connect with them on social. While the rollout likely wouldn't be a game-changer for Twitter advertising, it makes sense for the platform to capitalize on such an opportunity, expanding its ad potential and adding another revenue stream.
According to Marketing Land, the revenue generated by the timeline ads would be split equally between Twitter and the relevant publishers, with up to four ad placements interspersed among the top twenty tweets within an embedded stream.
As explained by Twitter:
“We're continuing to evolve and iterate the ways in which we can work with publishers to help them generate revenue through unique real-time content monetization opportunities, on and off platform. We are running an alpha test to explore new channels of demand with OpenX, and are looking forward to seeing how this evolves.”
Twitter put the call out for beta test partners back in May, and is slowly pushing ahead with an expansion of the project. Again, it's not likely to become a major option for Twitter advertisers, but its another way for them to build brand awareness, and gain exposure among potentially interested audiences.