It’s not all cutbacks for Twitter. At in event in NYC last week, Jack Dorsey announced some significant changes to Amplify, Twitter’s tool allowing publishers to place in-tweet video ads. Under the new Amplify system, publishers will be able to upload their videos to video.twitter.com, and receive all revenue through automated rev-share payments. Advertisers will be able to select categories of video content they want to run pre-roll ads against, and also add additional audience-targeting info; then Twitter will strategically insert the pre-roll ads into the most relevant videos that the target audience is watching. The update also opens Amplify up to nearly any video publisher or creator, even if they don’t have a deal in place with an advertiser or agency. Reports have Twitter paying content partners 70% of all ad revenue. Twitter says that more than 50 companies have already joined the new program. The new version of Amplify is available only in the U.S.; Twitter has plans to roll it out globally in the future.
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