Social platforms face an inherent conundrum: advertisers want one thing, users want another, and neither is keen on compromising.
Twitch, the live-streaming platform owned by Amazon, has to be especially careful in navigating the balance of pleasing its users and its advertisers, as its streams don’t include baked-in ad breaks.
If an advertiser wants to run a spot — and Twitch needs them to if it wants to break even in its financials — it must either pause the live action of a stream or find some way to run an ad without interrupting the broadcast.
But viewers don’t want to be interrupted during the height of the action, especially during tense gaming streams.
Twitch,
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