At a time when the value of the digital ad ecosystem has been cast firmly into the spotlight, Twitter has agreed to further third-party measurement partnerships with Moat and Integral Ad Science (IAS) as it looks to reassure marketers of the safety of its advertising environment.
The social media company’s new global relationships with Moat and IAS were formed to enable marketers to see if the video ads they run on Twitter are viewable by humans. The platform claims that 99% of video impressions are viewed by humans, according to Moat’s analysis.
The partnerships will also allow marketers to compare video ad viewability and attention metrics across channels.
Twitter is also expanding its relationship with Nielsen and ComScore to allow marketers to measure whether their Twitter ads were delivered to the audience they intended to reach, using Nielsen Digital Ad Ratings and ComScore validated Campaign Essentials (vCE).
In a blog post announcing the news, Ivan Santana, group product manager, revenue at Twitter, said: “We have relationships with the top measurement companies in the world, which allows our partners to measure the reach, influence, and action that results from their advertising. This includes ongoing conversations with organizations like the Media Ratings Council on the accreditation process."
Phil Smith, director general of ISBA, the trade body representing British advertisers, said of the news: “We welcome Twitter's move to third-party measurement of viewability and audiences. ISBA is looking to others in the digital sector to adopt common standards that are right for the UK industry.”
Twitter is the latest online company to bulk up its third-party measurement partners amid a wave of brand safety concerns that has led some of the biggest advertising groups to press pause on advertising with Google and demand stronger safeguards from its online partners.
Google last week announced a deal with ComScore to provide independent verification that its inventory is brand safe after a series of exposés from The Times found that the online giant wasn’t efficiently vetting the content ads could appear next to on YouTube.
The search giant also announced it will start integrating relevant safeguards from Media Rating Council accredited agencies in the coming weeks, including DoubleVerify and Integral Ad Science.