Brands Ask for It, and Twitter Hits Fast Forward on Autoplay Video

New format ready by summer

Twitter is close to unveiling its autoplay video, finally giving marketers the format they say is a must for branded content. Twitter has been heavily promoting autoplay in its latest sales pitches, and it will launch by the end of June, sources familiar with the plans said.

For some time now, the social media giant had debated whether to allow self-starting video. It's something advertisers have clamored for. Dynamic video is an instant attention grabber that generates more engagement with users—Facebook has enjoyed it since rolling out its Premium Video product early last year.

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