Twitter and ad verification firms are partnering to provide advertisers with tweet-level analysis. Twitter, IAS, and DoubleVerify announced Wednesday they will collaborate to offer advertisers insight into content appearing alongside ads.
IAS and DoubleVerify offer technology to verify ads are viewed by real people. Advertisers use the services to ensure ads reach potential customers, not automated bots.
The partnerships come as revenue drops due to changes made by Elon Musk, who took over the platform. IAS and DoubleVerify will also measure brand safety, helping protect online reputations.
Musk works to retain advertisers, as many companies paused or pulled back ad campaigns. Companies like GM and United Airlines stopped advertising on Twitter after ads appeared alongside tweets soliciting child pornography.
Dyson, Mazda, Forbes, and PBS Kids suspended marketing campaigns or removed ads from parts of Twitter. These companies sought to protect their reputations from inappropriate content.
The partnerships offer advertisers more confidence in their investments and eventually help grow their investment in Twitter. Craig Ziegler, Senior Vice President of Product Management at IAS, said this is what the partnerships are about.
“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 Ziegler.
It’s expected that the extended partnerships between Twitter and IAS and DoubleVerify will provide advertisers with tweet-level analysis. This will give them insight into the content appearing alongside their ads and help protect their online reputations.