This week Twitter announced that it wants to monetize the content it provides publishers in its embedded Twitter feeds. Lots of digital properties--apps and websites--show a real-time feed of their Twitter accounts right on their pages. Twitter makes this easy, with simple embed code that displays Twitter-generated content and gives it a reach beyond the domain of Twitter itself. As a result you don't have to be a Twitter user to see a tweet--or to see thousands of them.
Embedding the Twitter feed in pages was initially a great way for Twitter to gain exposure to new audiences. And publishers were delighted with real-time activity of Twitter feeds, which keep their pages fresh. For publishers the Twitter feed was just one more content stream to monetize through advertising. Twitter's announcement this week--that it will show its own ads in those feeds--is an effort monetize its publishers' audiences. To keep publishers happy, Twitter will likely propose sharing the revenue.
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