Jack Dorsey (@Jack) is back in as Twitter’s top dog, officially becoming Twitter’s CEO – again – earlier this month, while retaining his position as CEO of Square, a payment start-up he founded. Since Dorsey’s re-entry as interim CEO in June, he and the Twitter team have been busy. They’ve debuted Moments, partnered with Google on Accelerated Mobile Pages (AMP), and launched a new feature to Twitter Amplify, giving publishers the opportunity to monetize their video content.

This new approach to video ads for Twitter Amplify, says Re/code, looks remarkably similar to YouTube’s video advertising strategy. On YouTube, when you select a video to watch, YouTube preloads an ad for your viewing pleasure first. When the ad is over, you can watch your selected video. In that scenario, YouTube shares the ad revenue with the owner of the video. That’s how Twitter plans to make money off its videos too.

According to the Twitter announcement, the new offering for Twitter Amplify makes it easier for publishers and creators to monetize their videos, while making it easier for brands to reach larger audiences with sponsored ads. Twitter David Regan (@regandc) explains:

“With this update, advertisers can run video ads against premium content automatically based on their preferred content categories – without having an existing publisher-advertiser deal in place.”

Publishers upload their videos to http://video.twitter.com to monetize their content, and will be paid “the majority of ad revenue through automated rev-share payments.” On the advertising side, advertisers choose categories of content they want to sponsor, layering additional audience targeting if they wish. Twitter’s technology bundles the videos with the pre-roll ads, and the publishers have a monetized product to serve their followers.

This is quite different from Twitter’s current arrangement where an advertiser enters a sponsorship deal with a select publisher. Then the videos are tweeted and promoted with ads. This approach is more complicated, but it will remain in place, for now.

Here are some of the 200+ publishers that have agreed to test the beta version of the new Amplify tool (graphic courtesy of Twitter):

Currently, the new Amplify feature is only available to select U.S. advertisers and publishers in beta. As it is perfected, it will be rolled out to a global audience.

Re/code points out that there is one key difference though – the revenue share. YouTube, part of the Alphabet (formerly Google) brand, retains 45% of the ad revenue, while Re/code speculates that Twitter will retain only 30% of the ad revenue – making it a much more attractive revenue sharing partner than YouTube.

Facebook, which announced a video ad strategy earlier this year, has yet to launch its Suggested Videos, which it hopes will rival YouTube. Facebook’s video ads will offer the same revenue share percentage as YouTube, but the strategy is a bit different, says Re/code. Instead of loading pre-roll ads before videos, when users go to the Suggested Video news feed, they may only see one ad per three videos. The ad revenue is then shared among all three video producers.

Insider Take:

With so many changes for YouTube, Facebook and Twitter in the works, it is hard to say what will work for whom, but technology, timing and money will be key factors. Based on what we know now, we can reasonably assume the following:

1)      Under Jack Dorsey’s new/renewed leadership, Twitter is making big changes and moving more quickly than it did under Dick Costolo. This includes forming new partnerships, launching new products, and tweaking or replacing what isn’t it working. We’re guessing that Twitter’s initial video ad strategy was lagging behind in its goals. Publishers wanted something easier to use, and content providers wanted to share the revenue, so Twitter adopted a video strategy that has been working well for YouTube.

2)      YouTube’s video ad strategy is likely to change as it launches its much-anticipated subscription service. First, the ad-free subscription service shifts YouTube from a business model based entirely on ad revenue to one that includes subscription revenue as well as advertising dollars. It will be interesting to see how YouTube’s revenue shakes out over the next few quarters.

3)      Facebook is still experimenting with its Suggested Videos feature, testing it on the iPhone first. It is also testing new features for publishers and creators. Because the feature is in beta and not widely available, it is too soon to tell if this program will be successful. However, it will provide a new revenue stream for Facebook, so if it can cover the costs of development and support, it may be a viable offering for the social media giant.

Dana Neuts is a contributor to Subscription Insider.