CNN is expanding it’s partnership with Twitter to better cater to advertisers on the platform.
Where previously companies could only buy ad space according to content category, now they can purchase ad space around the most popular CNN videos shared on the platform.
Twitter has numerous powerful partnerships with well known media companies. TechCrunch covered Twitter’s Digital Content NewsFront in April 2018 where it unveiled partnerships with major players in media such as “NBCUniversal, which will be sharing live video and clips from properties including NBC News, MSNBC, CNBC and Telemundo.” Twitter’s head of content partnerships, Kay Madati, described the company as “the ultimate mobile platform where video and conversation share the same screen.”
According to CampaignLive, Madati also said "People tell us what they want to see with the conversations they share on Twitter. In the past year, we’ve really expanded our efforts with the best publishers and content creators in the world to bring a slate of programming that reflects those diverse content interests."
Axios commented that Twitter's tactical investment in news partnerships has been a winning strategy, “If you want to own advertising around a specific debate, town hall or interview aired on CNN ahead of 2020, this will be one of the most effective ways to do so.”