Looking to capitalize on its influence beyond the 284 million users who log into its network, Twitter will begin to sell promoted tweets via other publishers and social networks. The social network announced that the first ad deals have been signed with Yahoo Japan and the news-reading app Flipboard.
Twitter’s syndicated ads will be seen by users within Twitter content sections on third-party properties, as well as within some content areas. The company reports that, during the third quarter of 2014, tweets received 185 billion off-Twitter impressions.
“For the thousands of brands already advertising on Twitter, these new partnerships open a significant opportunity to extend the reach of their message to a larger audience,” wrote Twitter’s Senior Director of Product Ameet Ranadive in a blog announcing the move this morning.
Websites and mobile apps have had the ability to syndicate Tweets via services such as Fabric and Twitter for Websites for some time. “Combine that with the flexibility and control of a promoted tweet and we think marketers will have an almost infinite capacity to create large-scale, rich, and well-targeted campaigns across a variety of platforms,” Ranadive wrote.