Twitter Ramps Up Push Into Video to Increase Ad Sales

Wall Street Journal: Twitter is betting that video will become its next cash cow. The company launched video ads last year that start rolling while muted as users scroll through their timelines. The company said advertisers are waiting for Twitter to roll out improved tools to target users and measure performance. Twitter expects to release those tools in the fall. But for now many advertisers and agencies say they are looking elsewhere to park their video dollars. Twitter is “not yet at the forefront of the video content conversation and that is where the dollars are.”