Twitter rolls out direct API plug for video ad metrics
Twitter advertisers can now gain access to more data and tools to measure how their video clips are performing. Video company, Innovid, whose clients include Disney, Toyota, and Mondelez, is the first to take the offering to market, providing its clients with access to stats via Twitter's API and the option to run their ads as Amplify clips; Twitter's premium service that runs pre-roll ads before video clips. While Innovid, whose platform tracks data and helps brands run campaigns, is not one of Twitter's "official partners", this partnership is rumoured to be part of Twitters larger push into video, which is seen as instrumental for the social media firm to win over advertisers and investors.

Starting today, Twitter advertisers will be privy to more data and have access to more tools to help gauge how their clips are performing on the microblogging site.

Twitter and video company Innovid have announced a partnership that gives Amplify advertisers—Twitter's premium offering that runs preroll ads before video clips from 300 media partners including AOL, BuzzFeed and ESPN—viewability stats and numbers about who is watching their ads. Amplify is a revenue-sharing program that splits ad money between content creators and Twitter.