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, \u201cWe doubled it,\u201d says Stephanie Prager, Head of Global Agency Development at Twitter.<\/p>\n
The content partnerships represent a pool of integration opportunities for advertisers, Prager explains in this interview with Beet.TV at the Digital Content NewFronts<\/a> 2018.<\/p>\n \u201cWe have premium publishers and we\u2019re creating an environment for brands that is brand safe, where they can surround the conversation that\u2019s associated with the publishers that we\u2019re bringing on board,\u201d Prager<\/a> says. \u201cYou don\u2019t have to compromise brand safety for scale.”<\/p>\n Twitter likes to call “the world its oyster\u201d when it comes to which publishers should use its platform. \u201cThe 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.\u201d<\/p>\n How brands get involved is dependent on their relationship with the publishers, according to Prager.<\/p>\n ESPN is planning to launch five shows and programming initiatives for Twitter, two of which were detailed at Twitter\u2019s NewFronts session, as Variety reports<\/a>. In a separate interview<\/a> 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.<\/p>\n Asked about issues like brand safety and viewability, Prager references Twitter\u2019s Matt Derella at this year’s NewFronts in saying that he was \u201cvery clear that gone are those days when we\u2019re going to sacrifice those things.\u201d<\/p>\n Adds Prager, \u201cWe want to feel that those brands can be measured against the things that matter to them, whether it\u2019s viewability, whether it\u2019s ROI. We are very transparent across all those things and those things have become a very first-class citizen on our platform.\u201d<\/p>\n