swodinskywhet I'm pretty sure that Twitter just runs whatever video tweet it thinks you'll like into your timeline to artifical create more video inventory? Like Gatorade isn't actually sponsoring a tweet, it's just paying for preroll and Twitter is creating it through unorganic impressions.
swodinskywhet I was originally going to call them "unnatural" impressions, but I don't think that's the term of art here, def organic vs non-organic, but it is much more descriptive of the deeply weird effect this has on the interactions between brands and random tweets.