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Twitter Will Soon Fill Your Moments Feed With Ads

The first ads that will run are for the movie Creed.
Rachel Pick
New York, US

Twitter is not waiting to monetize its two-week-old Moments feature, which will run its first ad this weekend.

Advertisers will get their own Moments channel for 24 hours, where they can post and curate content (including images and video) as they see fit. The first to do so is a coalition of MGM, Warner Bros. and New Line Cinema, who are all banding together to push the movie Creed, which is a Rocky spinoff and not a documentary about the Christian rock band.

This stab at native advertising is part of a larger effort to make Twitter more profitable, anchored by the company's recent decision to name Jack Dorsey as its new permanent CEO. Dorsey also made headlines on Thursday night when he announced he'd be giving away $200 million worth of Twitter stock back to its employees, possibly to soften the blow of laying off 8 percent of Twitter's workforce.

As with other native advertising, Twitter's "Promoted Moments" will look more like original content and be harder for users to tune out than simply "Promoted Tweets," which have been around since 2010.

Matt Derella, Twitter's VP of revenue in North America, told Bloomberg Business that Twitter eventually plans to have one Promoted Moment every day.