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Twitter lets advertisers “takeover” the Explore tab

Twitter is ready to squeeze a lot more money out of its trending topics. After minimizing its mediocre Moments feature and burying it inside the renamed Explore tab, Twitter is now starting to test Promoted Trend Spotlight ads. These put a big visual banner equipped with a GIF or image background atop Explore for the first two times you visit that day before settling back into the Trends list, with the first batch coming from Disney in the US.

These powerful new ad units demote organic content in Explore, which could make it less useful for getting a grip on what’s up in the world at a glance. But they could earn Twitter strong revenue by being much more eye-catching than the traditional Timeline ads that people often skip past. That could further fuel Twitter’s turnaround after it soundly beat revenue estimates in Q1 with $665 million. Its share price of about $44 is near its 52-week high, and almost 3X its low for the year.

“We are continuing to explore new ways to enhance our takeover offerings and give brands more high-impact opportunities to drive conversation and brand awareness on our platform” a Twitter spokesperson told TechCrunch.

The Promoted Trend Spotlight ads are bought as an add-on to the existing Promoted Trends ads that are inserted amongst the list of Twitter’s most popular topics. When tapped, they open a feed of tweets with that headline with one of the advertiser’s related tweets at the top. Back in February AdAge reported whispers of a new visual redesign for Promoted Trends. You can view a demo of the experience below.

Anthy Price, Disney’s Executive Vice President for Media provided TechCrunch with a statement, saying “The Promoted Trend Spotlight on Twitter allowed us to prominently highlight Winnie the Pooh & celebrate the launch of ticket sales for Christopher Robin while four of the characters took over major Disney handles on the platform to engage with fans.”

Historically, Twitter’s biggest problem was that people skimmed past ads. The old unfiltered Timeline trained users to pick and choose what they read, looking past anything that didn’t seem relevant including paid marketing. But with the shift to an algorithmic Timeline and bigger focus on video, Twitter has slowly retrained users to expect relevant content in every slot. Explore’s design with imagery at the top followed by a text list of Trends pulls attention to where these new Spotlight ads sit. With better monetization, Twitter will now have to concentrate on building better ways to get users to open Explore instead of just their feed, notifications, and DMs.

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Twitter is holding off on fixing verification policy to focus on election integrity

Twitter is pausing its work on overhauling its verification process, which provides a blue checkmark to public figures, in favor of election integrity, Twitter product lead Kayvon Beykpour tweeted today. That’s because, as we approach another election season, “updating our verification program isn’t a top priority for us right now (election integrity is),” he wrote on Twitter this afternoon. Last November, Twitter paused its account verifications as it tried to figure out a way to address confusion around what it means to be verified. That decision came shortly after people criticized Twitter for having verified the account of Jason Keller, the person who organized the deadly white supremacist rally in Charlottesville, Virginia. Fast forward to today, and Twitter still verifies accounts “ad hoc when we think it serves the public conversation & is in line with our policy,” Beykpour wrote. “But this has led to frustration b/c our process remains opaque & inconsistent with our intented [sic] pause.” While Twitter recognizes its job isn’t done, the company is not prioritizing the work at this time — at least for the next few weeks, he said. In an email addressed to Twitter’s health leadership team last week, Beykpour said his team simply doesn’t have the bandwidth to focus on verification “without coming at the cost of other priorities and distracting the team.” The highest priority, Beykpour said, is election integrity. Specifically, Twitter’s team will be looking at the product “with a specific lens towards the upcoming elections and some of the ‘election integrity’ workstreams we’ve discussed.” Once that’s done “after ~4 weeks,” he said, the product team will be in a better place to address verification. We've heard some questions recently about the status of Verification on Twitter, so wanted to address directly. Updating our verification program isn’t a top priority for us right now (election integrity is). Here’s some history & context, and how we plan to put it on our roadmap — Kayvon Beykpour (@kayvz) July 17, 2018

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