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.

in this video interview with Beet.TV, Twitter agency development director Stephanie Prayer says the network is trying to soothe brands’ concerns over the safety of environments in which ordinary folk publish their own content.

“Twitter can solve a lot of their brand safety concerns,” she says. “We have really stringent abuse policies. Coupled with the machine learning that we’re starting to use, any not-safe content on the platform is removed instantly.

“We’re doubling-down on video because it brings us the ability to bring in a depth of content that’s premium and publisher-based. We can weed out the UGC and make this an environment that’s safe for advertisers, to alleviate a lot of concerns.”

Twitter has been less impacted than YouTube by this year’s consternation over the appearance of brand advertisers’ messages against questionable content.

But the social service is also on its own mission to gobble higher video ad CPMs by launching a range of video services and partnerships live.

Prager points to recently-inked deals with Bloomberg, Cheddar and others as examples.

“We’ve made video a first-class citizen not he platform,” she adds. “We have a scaleable solution across 200+ premium publishers that brands can attach their preroll ads to. There’s no UGC.”