Twitter will begin displaying ads on mobile devices inside conversion threads after the first, third, and eighth replies.
The move, which is part of an ongoing plan to test a new ad format and placement on the platform, was confirmed by Twitter Revenue Product Lead, Bruce Falck. Although the company did not explicitly state whether the change would be permanent, it did state that it would try the strategy to determine which insertion points and layouts made most sense.
The social media giant also revealed that instead of forcing creators to accept ads in their threads, the company would consider showing ads that creators want to key into while also giving them the advantage of enjoying a share of ad revenue.
While Twitter introduced several creative tools such as audio chat rooms, ticketed events, creator tools, subscriptions, virtual tips and others to increase the number of users on its platform and the revenue generated. The platform’s revenue overall continued to be driven by ads.