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Twitter Opens Pre-Roll Video Ad Marketplace

Twitter TWTR 1.64 % is bolstering its video ad capabilities with a new feature enabling marketers to easily place pre-roll ads in professionally-produced video content across its platform, the company announced Thursday.

The new option, which is part of Twitter’s Amplify program, will allow marketers to automatically place six-second ads before videos from a range of publishers without having existing relationships with those publishers. It’s essentially an automated marketplace, or ad network, for pre-roll video on Twitter.

For example, a marketer might choose to serve up ads before sports videos, but only to men under 34 years old. In that instance, Twitter will use its data and technology to dynamically insert ads into the most relevant videos being watched by...