Listen, we get it. Twitter has to make money just like every other social media platform. And to do that, ads have to be placed where users will see them. To make sure that happens, Twitter is testing out placing ads right smack in the middle of conversations.
Ads already exist in the middle of feeds but not directly in the replies, which is where Twitter is now placing them. So, when you're in the middle of reading the replies to a tweet, you're going to get sidetracked/annoyed/overstimulated by whatever dumb ad Twitter's algorithm decides is relevant for you. Cool.
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The new ads are currently being tested for select users on iOS and Android. Ads will appear after the first, third, or eight reply under a tweet, according to Bruce Falck, Twitter's revenue product lead. He tweeted an example of what the new ads will look like:
Since this is just a test for now, Twitter is going to look at how this format performs and impacts users and conversations. "We see a big opportunity to build an ad offering that creates value and aligns incentives for creators and advertisers," Falck tweeted. "But first...we test!"