Twitter Opening Pre-Roll Video to Ads API

Before the NFL takes select Thursday Night games live on the social network this Fall, Twitter is making it easier for advertisers to purchase pre-roll ads across the platform.

The company announced Thursday their intention to open Twitter pre-roll video to the network’s Ads API. This will give advertisers a third (and more scalable) option of buying pre-roll spots on Twitter, aside from setting up individual campaigns in the platform or reaching out to a sales representative.

Image via All Things D

The key to scooping-up Twitter pre-roll via the Ads API will be the universally-accepted VAST ad protocol, along with advertisers’ willingness to work with the few initial partners that Twitter has selected for this limited integration (AdParlor, Amobee, TubeMogul, & Visible Measures).

There’s obviously drawbacks for advertisers with Twitter only opening up the Ads API to pre-roll to limited vendors—in this case, though, it’s probably a calculated first-step, as the company wants to ensure some level of quality control on the videos being promoted by some top publishers.

While Twitter themselves do not specify a budget minimum for purchasing pre-roll through the Ads API, there’s likely some sort of min budgets to work with each of the partners in this program, so interested advertisers will need to reach out to them to determine eligibility.

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