• by Sara Guaglione , June 21, 2019

A year after Twitter introduced a programmatic advertising program for publishers, it is shutting down the pilot network.

The idea was for publishers to generate revenue on their own sites from embedded tweets.

Called Timeline Ads, the program placed Promoted Tweet ads into the feed — or timelines — that publishers embed in their websites, according to Business Insider, which first reported the news.

Ads were placed among the first 20 tweets in an embedded timeline.

Publishers including The Street and Advance Local, which owns 25 local news sites, such as AL.com, OregonLive.com and Syracuse.com, were testing the 50/50 revenue-share program.

The programmatic world is dominated by ad tech giants like Google’s Display Network and Facebook’s Audience Network.

The Twitter Timeline Ads were an experiment by the social-media platform on a programmatic ad offering for publishers.