Twitter added to its brand safety efforts Monday, reaching measurement partnerships with DoubleVerify and Integral Ad Science and affirming its commitment to undergoing the Media Rating Council’s accreditation process.
DoubleVerify and IAS will be Twitter’s preferred partners for providing independent reporting on the context in which ads appear on its platform, complementing its existing third-party viewability measurement solutions with the two companies.
The social network said the decision was made after a five-month process to choose from a slate of third-party measurement vendors, and it plans to begin testing solutions in early 2021.
DoubleVerify CEO Mark Zagorski said in a statement, “Measuring brand safety and suitability across in-feed environments is critically important for brands. DoubleVerify is ready to tackle this challenge by leveraging our technology and expertise to evaluate the context of real-time, user-generated content. We are pleased to partner with Twitter to ensure a brand-safe and suitable advertising environment on their platform.”
IAS CEO Lisa Utzschneider added, “IAS is excited to partner with Twitter to pioneer in-feed brand safety and suitability solutions that will help advertisers navigate this dynamic social environment. Measurement is more critical than ever as marketers seek even greater transparency for their social media spend and, together with Twitter, we can offer advertisers the trusted solutions they need.”
The social network committed to undergo the accreditation process across all four of the MRC’s offered services: audience measurement, brand safety, sophisticated invalid traffic filtration and viewability.
Twitter will continue to partner with industry organizations including the 4A’s Advertiser Protection Bureau, the Association of National Advertisers and the Global Alliance for Responsible Media to help define the necessary work to keep platforms safe for advertisers/
Finally, Twitter detailed efforts that it will undertake on the research front.
Senior director of product management Jonathan Lewis wrote in a blog post Monday, “Twitter’s personalized feed-based environment makes content adjacency inherently unique when considering brand safety questions. It is critical to understand where associations occur, where they don’t and how those associations affect brands as we continue to invest in this area. Early research done by Twitter’s data science teams indicates that on our platform, adjacency between ads and divisive content has not yet been found to affect brand favorability. Currently, we are working on additional research to gain more knowledge and insight around the impact of adjacency on Twitter ads. We look forward to incorporating these findings into our ongoing work with IAS and DV and using it to inform how we build and iterate on our advertising products.”
