Twitter tries ads in the perfect new place: in the middle of the comments

I don’t know about you, but I sometimes feel like Twitter is overloaded with ads in my feed. Unfortunately, though, those ads don’t seem like enough for the company, as it’s testing a new place to show them: in the middle of conversations.

The new ad format is being tested on iOS and Android, and you’ll see ads after the first, third, or eighth reply to a tweet if you participate in the test, according to Bruce Falck, Twitter’s sales product lead. He shared a GIF of what the new in-conversation ads look like:

The in-conversation ad looks exactly as you’d expect, but I can’t say I’m a fan. Twitter can be a pretty overstimulating place already, especially if I take a risk by tapping into potentially heated answers; I don’t know if I should cognitively process ads among other junk like Elon Musk impersonators. Fortunately, I don’t seem to have been selected for the test yet, so for now all the conversations I read are ad-free.