Twitter Partners with Digital Ad Verification Companies for Third-Party Brand Safety Measurement

Twitter has expanded its partnership with companies, including Integral Ad Science and DoubleVerify Holdings Inc., in an effort to provide advertisers with tweet-level analysis for the content appearing next to their advertisements.

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In this photo illustration, the Twitter app is seen in the Apple App Store on an Apple iPhone 13 Pro in Washington, DC, on November 28, 2022. - Twitter owner Elon Musk on November 28 opened fire against Apple over its tight control of what is allowed on the App Store, saying the iPhone maker has threatened to oust his recently acquired social media platform.

Third-Party Safety Measurement

An announcement from Twitter revealed that the company has updated its partnership with DoubleVerify and Integral Ad Science. Through this deal, the social media platform will provide third-party brand safety and sustainability measurements for ad campaigns on the platform.

"These services monitor and quantify the prevalence of ad placement adjacent to English-language content deemed either unsafe or unsuitable for monetization by the Global Alliance for Responsible Media in Twitter's Home Timeline," Twitter stated.

Both companies will also use technology to independently verify that digital advertisements from third-party applications are being viewed by real people or potential customers, and not just automated bots for the benefit of the advertisers.

Process Testing

Twitter ran beta tests with both Double Verify and Integral Ad Science for the last few months. According to these tests, the company found more than 99% measured impressions appeared adjacent to content that were considered safe based on GARM brand safety floor area.

These were possible through custom-built solutions for the feed environment of Twitter. While this is limited to English-language content, Social Media Today reported that the company is also looking to expand these measures capabilities to additional markets and languages as their commitment to brand safety remains longstanding.

Through this, the company would provide more transparency, assurance, and safety to a wider range of advertisers and partners.

Integral Ad Science Product Management Senior Vice President Craig Zeigler stated, "Marketers are looking for confidence to continue to invest in Twitter and eventually grow their investment... and that is what this is all about."

Several advertisers already started to utilize Adjacency Controls, which was launched a month ago. So far, the company has seen that the use has resulted in an avoidance rate of under 0.1%. The typical account has chosen to exclude roughly 100 unsuitable keywords with a 1,000-word limit.

Twitter ended the statement by saying that they will be continuing to improve their suite of brand safety solutions in an effort to provide a much more transparent and controlled environment.

Retaining Its Clients

This extended partnership came as the company struggles with falling revenue after advertisers cut their spending on the platform after the new Chief Executive Officer Elon musk took over the company last November and made several changes to the company's operations.

Reuters reported that Musk has been struggling to retain the company's clients due to companies halting back from advertising on the platform. This includes General Motors and United Airlines.

Meanwhile, Dyson, Mazda, Forbes, and PBS Kids already suspended and removed their marketing campaigns from Twitter, as some of the promotions appeared alongside tweets that showed child pornography and other unsafe content from the application.