Twitter has taken over Scroll. This is a paid service that blocks advertisements on websites that participate in the program.
Scroll was a missing puzzle piece in it Twitter’s acquisition strategy. For example, Jack Dorsey and co recently incorporated the Dutch news letter service Revue. The services must complement each other and will soon come together in Twitter subscription formulas to be developed. “The social media platform’s ambition is greater than people think,” said Scroll CEO Tony Haile. That is why he sold his company.
Scroll is a smart application that can tell websites via added cookies or a browser extension not to show advertisements. Part of your subscription money for the service will go to participating websites. That way they also earn a little money, which is not the case with traditional ad blockers. Although nothing will change for existing users yet, Scroll will no longer accept new customers as a result of the acquisition.
Scroll gets a key role
It is not yet entirely clear what Twitter is going to do with Scroll. The social medium does say it will scrap Nuzzle. That application sent out newsletters based on the stories your Twitter followers shared. That service will end on 6 May.
Perhaps the core of the functionalities will be integrated into Twitter, as part of a larger subscription service. It is not yet clear how the business model would work. In all likelihood, other partners (such as Revue) will benefit from Twitter’s profit.
Journalism remains relevant
As a paying Twitter member, you will be able to access premium features. Think of a subscription service that gives access to news articles from your favorite news sites or the newsletters of content creators. Part of your subscription money would therefore flow to those content creators, so that not only Twitter will run with the proceeds.
From this we can deduce that Twitter wants to secure its own future. It may want to remain relevant for journalists in order not to have to relinquish their role as a news source in the future. Scroll and Revue seem to play a key role in this.