Twit­ter to ‘Am­plify’ In­dia Fo­cus

The Economic Times - - Companies - @times­group.com

New Delhi: In keep­ing with CEO Jack Dorsey's tar­get of be­com­ing prof­itable this year, Twit­ter is ramp­ing up its fo­cus on ad­ver­tis­ing tool Am­plify in In­dia.

Af­ter ty­ing up with State Bank of In­dia (SBI) and CNBC for Bud­get 2017 in what would be its first Asi­aPa­cific news cat­e­gory al­liance, Twit­ter is join­ing hands with Film­fare and Re­liance Jio this week, of­fer­ing pub­lish­ers and ad­ver­tis­ers a ve­hi­cle to mon­e­tize their real-time video con­tent car­ried on the so­cial medium. Am­plify is a rev­enue­share model based on part­ners- hips, al­low­ing ad­ver­tis­ers to run video ads against pre­mium con­tent au­to­mat­i­cally based on their pre­ferred con­tent cat­e­gories.“We are pur­su­ing our Video and Live am­bi­tions in 2017 with a heavy fo­cus on Am­plify. In the first 45 days, we have brought two ma­jor prop­er­ties in entertainment and in the news cat­e­gory on the plat­form - Film­fare and Union Bud­get,” said Maya Hari, man­ag­ing di­rec­tor, Twit­ter South­east Asia and In­dia. The four sec­tors that Twit­ter is fo­cused on driv­ing mon­e­ti­za­tion in In­dia are gov­ern­ment, mo­bile, auto and FMCG. The Twit­ter-Am­plify part­ner­ship with Film­fare and Jio for Film­fare Awards is a first for the entertainment in­dus­try in In­dia.

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