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TheStreet Open House

Why Twitter (TWTR) Stock Is Gaining Today

Stocks in this article: TWTR

NEW YORK (TheStreet) -- Shares of Twitter (TWTR) are up 1.36% to $43.86 after the company unveiled Promoted Video today as a beta product that could be a boon for its revenues when fully rolled out, Adweek reports.

Twitter will sell Promoted Videos on a cost-per-view model, charging advertisers when a video ad begins playing—following the standard practice among digital video sellers. Brand marketers can also analyze the impact of their campaigns with metrics such as completion percentage and whether organic videos outperformed paid efforts or vice-versa, Adweek said.

How many beta brands are on board wasn't revealed. And when exactly it will become available to the general population of advertisers appears to be up in the air.

At the same time, the move expands on the social platform's Twitter Amplify program, which has let brands share in-tweet video clips since May 2013, Adweek noted.

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TWTR ChartTWTR data by YCharts

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