Twitter Testing YouTube-Like Video Advertising Model With New Amplify Offering

Twitter just started a beta with their Amplify program allowing many more advertisers to run organic videos on Twitter. Before this update, advertisers would have to go through publishers to have videos posted as sponsored content. Instead of those sponsorships through publishers, advertisers can now bid on categories of videos and add audience targets along with these categories so that only the most topically relevant videos will be shown to the right audience.