Twitter, ad verification company partner to give advertisers tweet-level analysis

Integral Ad Science Holding

25/01/2023 18:04

Jan 25 (Reuters) - Twitter Inc and Integral Ad Science
 IAS.O , a digital ad verification company, will team up to
provide advertisers tweet-level analysis on content appearing
next to their ads, the companies said on Wednesday.
    The partnership comes at a time when the social media
platform is struggling with falling revenue, as advertisers
slash their spending on the platform after billionaire Elon Musk
made several changes following his takeover. 
    "Marketers are looking for confidence to continue to invest
in Twitter and eventually grow their investment in Twitter... 
and that is what this is all about," said Craig Ziegler, senior
vice president, Product Management of Integral Ad Science.  
    IAS will also give advertisers measurement for brand safety,
an industry term to protect its online reputation and evaluate
content that is next to an ad at the tweet level.
    Musk has been fighting to retain clients as many companies,
including General Motors  GM.N  and United Airlines  UAL.O , had
paused or pulled back from 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 soliciting child pornography. 
 (Reporting by Nivedita Balu in Bengaluru; Editing by Shailesh
Kuber)
 ((Nivedita.Balu@thomsonreuters.com; Twitter: @niveditabalu;))