Twitter made a move to protect brands from having their advertisements appear alongside objectionable content by tweaking the requirements for participation in its Amplify program for publishers.
Vice president of emerging content products Mike Park announced in a blog post that in order to qualify as a premium publisher in the Amplify program and be eligible for monetization of in-stream video ads and sponsorships, a publisher must:
- Be verified.
- Publish brand-safe content according to the Safe for Ads content guidelines.
- Be an active publisher of videos on Twitter.
- Accept the terms and conditions of the Amplify program.
Park said the changes to the Amplify requirements will be enacted “in the coming weeks,” adding, “The Amplify Publisher Program was created to make it easy for publishers to monetize video on Twitter, and also turnkey for advertisers to align with brand-safe content. By working closely with the world’s premiere TV networks, sports leagues and teams, digital publishers, advertisers and agencies, we’ve gained an understanding of our partners’ needs … These eligibility requirements ensure that brands can reach their target audience while aligning with premium publisher content.”
Twitter introduced Amplify in May 2013 as a way for publishers to share short video clips on the social network, accompanied by pre-roll or post-roll video ads.