Twitter is reportedly working on a new ad format that would enable advertisers to utilize tweets from regular users and promote them.

This is according to DigiDay, which cites people who got a look at the offering at the Consumer Electronics Show. From the report:

The new product is based on what Twitter is calling a “brand enthusiast gallery,” which will house a repository of brand-related tweets for advertisers to pick through. Twitter will direct message the author of the tweet and ask permission on behalf of a brand to use the tweet before reposting it, said an ad agency executive, who spoke on condition of anonymity because discussions with Twitter were private.

The ad unit is a standard tweet from an advertiser on top of a carousel of related tweets from users.

Last week, Twitter formally introduced an ad format with a similar theme – encouraging users to tweet about brands.

These are called Conversational Ads. The format looks similar to the poll feature Twitter already launched to users. Users can choose from multiple buttons and open a pre-populated, brand-related tweet. More on this here.

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