Ad Verification Firms Team Up to Give Advertisers Tweet-Level Analysis

Ad Verification Firms Team Up to Give Advertisers Tweet-Level Analysis

News by Marge Serrano
Published: January 27, 2023

Twitter Inc teams up with digital ad verification companies to provide advertisers with tweet-level analysis on content appearing next to their ads, the companies said on Wednesday. The ad verification agencies mentioned were Integral Ad Science (IAS) and DoubleVerify Holdings Inc. 

Both firms have previously partnered with Twitter and use technology to “independently verify that real people view digital ads.” Advertisers use the services to ensure the ads they pay for are seen by potential customers and not automated bots. 

The extended partnerships come when the social media platform struggles with falling revenue. Advertisers slashed spending on the platform after billionaire Elon Musk made several changes following his takeover. 

Craig Ziegler, senior vice president, Product Management of Integral Ad Science, said, "Marketers are looking for the confidence to continue to invest in Twitter and eventually grow their investment... and that is all about." 

Subsequently, IAS and DoubleVerify will also give advertisers measurement for brand safety, an industry term to protect its online reputation and evaluate content next to an ad at the tweet level. 

Musk has been fighting to retain clients as many companies, including General Motors and United Airlines, have paused or pulled back from advertising on the platform. 

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