Twitter’s Fabric SDK was one step in this direction, which includes an embed feature that lets developers easily include tweets and timelines in their apps.
By now enabling advertisers to extend their promoted tweet campaigns beyond Twitter’s owned-and-operated mobile and web properties, the company is looking to show Wall Street that there’s monetization beyond the MAU.
“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,” Ranadive wrote. “Twitter syndicated ads will be seen by users within Twitter content sections on third-party properties, as well as within third-party content areas.”
Ranadive noted that the ads will fit natively into the third-party experiences around them.
Tweets already appear in a variety of places on the Internet – embedded into news stories and blogs and integrated into television shows –and now Twitter is hoping to make some money off of them. According to the company, tweets embedded outside of Twitter generated roughly 185 billion impressions in the third quarter of 2014.
Flipboard CTO Eric Feng told The Wall Street Journal that the promoted tweet unit has been “incredibly powerful in terms of expanding our monetization capabilities inside of our app,” but declined to get specific when asked how many of its 100 million users access Twitter content on Flipboard.
Twitter’s Q4 2014 earnings call will take place on Feb. 5.