Twitter Inks Largest Partnership to Date With CBS

Twitter added its largest Amplify partnership to date on Monday, bringing CBS into the fold as part of its program to bring additional video content to Twitter streams in real-time.

The partnership with CBS includes 20 of the company's brands and 42 different shows, making it the largest collection of packages included in one Amplify deal. Twitter and CBS made the announcement on Monday at Advertising Week in New York City.

Twitter's Amplify program, which launched in May, is designed to help broadcasters share additional video content with viewers in hopes of capturing their attention both via TV and then on their "second screen" (either phone or tablet). Sports broadcasts, for example, have used Twitter to immediately show video replays of important plays or moments from a game. The video clips play short advertisements before the featured content, and advertisers can also pay to promote the tweet to increase its visibility Read more...