San Francisco—Twitter Inc. plans to make widely available its Amplify ad technology that synchronizes tweets with TV spots. The product has been in beta since May.
Amplify is designed to boost the impact of traditional TV advertising with accompanying social commentary. An initial client was ESPN,
which has sold ads inside video clips shown on Twitter. Other partners have included BBC America, Condé Nast and the Weather Channel.
Twitter acquired the Amplify technology with its February purchase of TV analytics company Bluefin Labs.