Dive Brief: 

• With its video apps Vine and Periscope, Twitter is taking an alternative route to traditional ads. 
• Instead, Twitter is utilizing Niche—a startup it acquired earlier this year—that connects brands and advertisers with influential social media creators. 
• Twitter is utilizing Niche to help brands promote content within its core product for Vine and Periscope, and serving as the middleman. 

Dive Insight: 

Twitter's strategy for Vine and Periscope mirrors the industry shift away from traditional ads to native. While traditional ads will always be part of the landscape, publishers and social media are finding success with native ads that offer a more streamlined experience.

Partnering with established social content creators lets advertisers start with a broad reach of engaged followers—something traditional ads can't always guarantee.