Twitter is making its Rewarded Video solution available to more advertisers. A year after launching, these video ads can now be purchased programmatically through the company’s MoPub service, meaning that more than 70 demand-side platforms offer them.

Rewarded Video ads encourage users with rewards for interactions. Whether it’s watching a short video for extra lives or perhaps receiving an extra benefit by inviting friends to download an app, these interactions could be considered a win-win for advertisers and consumers alike. “While gaming publishers have been using this type of user opt-in video ad for years, we’ve recently seen a broadening of rewarded video to all verticals, as publishers explore using everything from premium features to exclusive content as ways to incorporate rewarded videos seamlessly into their apps,” wrote Elain Szu, the product marketing manager for MoPub.

At launch, Rewarded Video ads were only available through Unity Ads, AdColony, Vungle, and Chartboost, but now that the feature is generally available, it’s offered through any ad server supported by MoPub.

MoPub claimed that since the introduction of Rewarded Video, it has seen “a major increase in video spend from our demand partners on MoPub Marketplace, and a strong adoption of video inventory overall from our publishers.” Furthermore, the company shared that advertisers and brands love Rewarded Video ads because it’s “user opt-in video,” meaning users actively choose to watch the ad. Publishers like it because it helps keep people engaged longer. Twitter said it saw a 51 percent month-over-month increase in unique users during its beta phase.

Acquired in 2013, MoPub is a digital ad exchange that helps ad buyers and publishers connect and do business together. It’s services are similar to what Google AdWords and Facebook currently offer.