Launched in April 2014 as a mobile in-app ad network and beefed up in August 2015 with some new ad formats and a new name, until now, TAP was mainly a way for brands to extend their on-Twitter campaigns outside of Twitter.
It s also adding some pieces that recall an old-school desktop display ad network, such as the basic banners that have been shown to Internet Explorer users for years.
Some advertisers in the US will be able to use TellApart — the automated ad-buying firm Twitter bought in April 2015 — to run their TAP ads across the desktop and mobile web.
A born-and-raised Angeleno who graduated from New York University, he currently lives in Los Angeles.
He has broken stories on Snapchat's ad plans, Hulu founding CEO Jason Kilar's attempt to take on YouTube and the assemblage of Amazon's ad-tech stack; analyzed YouTube's programming strategy, Facebook's ad-tech ambitions and ad blocking's rise; and documented digital video's biggest annual event VidCon, BuzzFeed's branded video production process and Snapchat Discover's ad load six months after launch.
He has also developed tools to monitor brands' early adoption of live-streaming apps, compare Yahoo's and Google's search designs and examine the NFL's YouTube and Facebook video strategies.