Dive Brief:

• Twitter has introduced a self-serve programmatic solution for its ad product Amplify, a service that allows advertisers to sell pre-roll video ads against videos uploaded to Twitter as promoted tweets.
• The "Auto Amplify" update automates the process of purchasing the pre-roll video ads and allows advertisers to submit ads directly to a live Amplify campaign. 
• The tool is self-service and allows advertisers to opportunity for instant ad campaigns for near real-time events broadcasted on the social network. 

Dive Insight: 

Twitter has the right idea when it comes to servicing advertisers -- make it easy and make it instant. Auto Amplify gives advertisers an instant option, allowing them to completely cut out the back-and-forth with Twitter and the building out of long-term campaigns. 

Brands and advertisers have been pushing for more programmatic options; some brands, such as Oreo parent company Mondelez, P&G and American Express have voiced their goals for completely shifting over to programmatic. Twitter recognizes this need.

“We’re reducing down to zero the amount of time it takes for advertisers to power that tweet out to users,” Glenn Brown, Twitter’s senior director of content partnerships and Amplify, told Forbes. “When the roar of the crowd is loudest on Twitter is the prime time to inject a clip into that roar and see it multiply by being retweeted and shared. You need to be able to get that clip into people’s phones when they’re most passionate about it.”