Twitter, ad verification firms team up to give advertisers tweet-level analysis (updated)

Integral Ad Science Holding

26/01/2023 03:59

(Adds details)
       Jan 25 (Reuters) - Twitter Inc will team up with digital
ad verification companies Integral Ad Science  IAS.O  and
DoubleVerify Holdings Inc  DV.N  to provide advertisers
tweet-level analysis on content appearing next to their ads, the
companies said on Wednesday.
    IAS and DoubleVerify, who have both previously partnered
with Twitter, use technology to independently verify that
digital ads are viewed by real people. Advertisers use the
services to ensure the ads they pay for are seen by potential
customers and not automated bots.
    The extended partnerships come 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...  and that is
what this is all about," said Craig Ziegler, senior vice
president, Product Management of Integral Ad Science.
    IAS and DoubleVerify 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 and Mrinmay Dey in Bengaluru;
Editing by Shailesh Kuber and Krishna Chandra Eluri)
 ((Nivedita.Balu@thomsonreuters.com; Twitter: @niveditabalu;))