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Twitter announces new and expanded partnerships for video sponsorship

Twitter has announced a series of new and expanded partnerships offering brand-safe sponsorship of premium content. By Austyn Allison

This morning at Reel Cinemas in Dubai Mall, Twitter hosted its first ‘Twitterfronts’ in the region. The name is a play on the ‘upfronts’ that US television networks have traditionally held before key advertising periods. Upfronts are a chance for broadcasters to show agencies and advertisers what shows will be worth advertising against, and the Twitterfronts are much the same. But for in-stream video sponsorships.

The social platform has held Twitterfronts in other markets including New York, Miami and Singapore, and has seen promising results in terms of deals struck following those events, said Theo Luke, the platform’s head of partnerships for EMEA, who flew to Dubai from his ba


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