There seems to be no shortage of publishing partners for Twitter, which unveiled 16 of them at its first Digital Content NewFronts last year. This year, led by new content deals with NBCUniversal, Disney/ESPN and others, “We doubled it,” says Stephanie Prager, Head of Global Agency Development at Twitter.
The content partnerships represent a pool of integration opportunities for advertisers, Prager explains in this interview with Beet.TV at the Digital Content NewFronts 2018.
“We have premium publishers and we’re creating an environment for brands that is brand safe, where they can surround the conversation that’s associated with the publishers that we’re bringing on board,” Prager says. “You don’t have to compromise brand safety for scale.”
Twitter likes to call “the world its oyster” when it comes to which publishers should use its platform. “The publishers come on board based on the volume of the conversation. We always mine that conversation to find these spaces for the brands to surround and inject themselves.”
How brands get involved is dependent on their relationship with the publishers, according to Prager.
ESPN is planning to launch five shows and programming initiatives for Twitter, two of which were detailed at Twitter’s NewFronts session, as Variety reports. In a separate interview with Beet.TV, Kay Madati, Global VP & Head of Content Partnerships at Twitter, talks about how the company represents an extension of the reach of content providers in their constant search for eyeballs.
Asked about issues like brand safety and viewability, Prager references Twitter’s Matt Derella at this year’s NewFronts in saying that he was “very clear that gone are those days when we’re going to sacrifice those things.”
Adds Prager, “We want to feel that those brands can be measured against the things that matter to them, whether it’s viewability, whether it’s ROI. We are very transparent across all those things and those things have become a very first-class citizen on our platform.”
This video is part of Beet.TV’s coverage of the Digital Content NewFronts 2018. The series a co-presentation of Beet.TV and the IAB. Please see additional videos from the series on this page.