Twitter will partner with digital ad verification companies Integral Ad Science and DoubleVerify to offer advertisers Tweet-level analytics on content that appears alongside their ads, the companies announced Wednesday.
IAS and DoubleVerify, both of whom have previously worked with Twitter, use technology to independently verify that digital ads are being seen by real people. Advertisers use the Services to ensure that the ads they pay for are seen by potential customers and not automated bots.
The expanded partnerships come at a time when the social media platform is grappling with falling revenue as advertisers slash spending on the post-billionaire platform Elon Musk made several changes after its adoption.
“Marketers are looking for confidence to continue investing in Twitter and eventually growing their investment… and that’s what this is all about,” said Craig Ziegler, senior vice president, product management, Integral Ad Science.
IAS and DoubleVerify will also provide advertisers with measurements for brand safety, an industry term used to protect their online reputation, and will rank content that appears alongside a Tweet-level ad.
Musk has struggled to retain customers from so many companies including General Motors and United Airlines, had paused or withdrawn advertising on the platform.
Many advertisers, including Dyson, Mazda, Forbes and PBS Kids, suspended their marketing campaigns or removed their ads from parts of Twitter because their promotions appeared alongside tweets promoting child pornography.
© Thomson Reuters 2023
