Melissa Barnes of Twitter: In-stream is our most popular product among brands

Twitter has racked up consistent user growth over the last five quarters. According to Twitter’s Global Brands Director Melissa Barnes, this positive balance is the result of testing the product and making the platform easier to use and full of more interesting content that is tailor-made to fit the profile of each user. The executive told PRODU that they have gradually consolidated relations with TV, as well as with OTT, and that one of the most popular products they have is in-stream, which airs clips that highlight different sports, programs and events. “It offers great premium content, and in this world where brand safety is a concern, it is content generated by reliable partners.” She added that advertisers go for this kind of initiative because they seek to partner their brands with strong content in line with their brands’ values, but which is also very entertaining. As for fraud in advertising, Barnes said the Twitter team has been focused on assuring brand safety. “Because it’s a public platform, we’re able to air real news, so that when we sometimes we see it rated as “fake news” by other groups, we go ahead and solve the problem – but it is something we will continue working on and taking into account on our platform.”