Twitter partners with ad verification companies to show advertisers Tweet level analytics, verified views

news7f01/28/2023

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Twitter will partner with digital ad verification companies Integral Ad Science and DoubleVerify to provide advertisers with tweet-level analysis of the content that appears alongside their ads, the companies said. on Wednesday.

IAS and DoubleVerify, both of which have worked with Twitter, which uses technology to independently verify that digital ads are viewed by real people. Advertisers use the service to make sure potential customers see the ads they pay for, not automated bots.

The expanded partnership comes at a time when the social media platform is struggling with declining revenue, as advertisers cut their spending on the platform after the billionaire Elon Musk made some changes after he took over.

“Marketers are looking for the confidence to continue investing in Twitter and ultimately increasing their investment,” said Craig Ziegler, senior vice president, Product Management, Integral Ad Science. . and that’s what it’s all about.”

IAS and DoubleVerify will also provide advertisers with a measure of brand safety, an industry term for protecting their online reputation, and evaluate content alongside ads at the tweet level. .

Musk has fought to keep customers as well as many other companies, including common engine and United Airlines, have paused or withdrawn advertising on the platform.

Many advertisers including Dyson, Mazda, Forbes and PBS Kids have paused their marketing campaigns or removed their ads from parts of Twitter because their ads appeared alongside tweets soliciting content. child pornography.

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