DoubleVerify and Integral Ad Solutions have partnered with Twitter to authenticate the quality of ads on the platform. DV said that the initial launch will provide advertisers with transparency into video ad fraud and viewability on Twitter.
“We continue to invest in relationships with industry-leading third-party measurement providers like DV,” said Bruce Falck, Revenue Product Lead at Twitter.
“We believe it is a critical component in helping our advertising partners better measure the impact of their media spend, and ensure consistent quality controls across their omni-channel campaigns.”
IAS said in an announcement that “Tweet-level analysis and reporting that’s aligned with GARM brand safety and suitability risk categories, advertisers can run on Twitter with confidence.”
DV added that it is processing and classifying Tweets directly above and below the placement of ads in Twitter’s Timeline – enabling brands to verify the content surrounding their advertising.
“We are excited to offer advertisers the ability to leverage DoubleVerify’s independent measurement to verify brand safety and suitability on Twitter’s Home Timeline,” said AJ Brown, Head of Brand Safety at Twitter.
DV said that its brand safety and suitability solution “will focus initially on Twitter’s Home Timeline, and eventually, expand into Twitter’s Profile and Search placements.”
Nayef Hijazi, VP of product marketing at DoubleVerify, told TechCrunch that it will allow companies to look at the tweets before and after the ad and classify them according to the company’s own safety and suitability settings.