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Twitter testing new ad unit to curate multiple tweets within a single ad

Twitter has started testing a new ad unit called Promoted Tweet Carousel. With this advertisers will be allowed to curate multiple tweets within a single swipeable ad unit. They will be able to use their own tweets and tweets about their brand by users, however only if users have given express permission to the brand. They also have the option of including content from niche creators; tweets with videos, images and text. Big news! Curate multiple Tweets in a single swipeable ad unithttps://t.co/l0WTGVtI4O — Twitter Advertising (@TwitterAds) June 3, 2016 Note that just about a week earlier the microblogging platform had dissolved its commerce team and paused development on its Buy Button ad unit. Disney, Volvo Car USA and Gatorade are some of the companies currently testing Promoted Tweet Carousel. Dynamic product ads Twitter has integrated TellApart’s technology in its dynamic product ads (DPA) unit, COO Adam Bain said during the company's Q1 2016 earnings conference call. This is the first instance of Twitter bringing TellApart’s technology onto its platform. He mentioned that “both the click-through rates and the conversions (are good), which show that it’s performing for marketers all the way through the funnel.” Twitter will now be looking to bring marketers’ remarketing budgets onto the DPA platform at scale, and work with its API partners and other third-parties to make the process quicker. The company believes that the Audience Platform will benefit from this, as well as targeting of both logged in and logged out users. Twitter's monetization plans Monetization was one of the…

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