Twitter is testing a new placement option for ads, where advertisers will be able to place ads in the replies section. This feature update comes as a part of Twitter’s increased creator monetization efforts, where Twitter is aiming to incentivize engagement on the app by creating more ways for users to make money off the app. Users will now have more incentive to try to be original and creative in their tweets, as they will be able to plug in ads and directly monetize their content if their tweet goes viral. 

Potentially, this will make it easier for brands to increase their reach, as they might be able to plug in their ads into relevant viral tweets. This, however, depends on whether Twitter will be able to develop effective tools for contextual targeting. 

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