Microblogging platform Twitter has teamed up with digital ad verification companies Integral Ad Science and Double Verify Holdings to notify advertisers of inappropriate Ad content.
These Ad-tech companies which have previously partnered with Twitter will use its technology to provide brands insights into what kind of tweets are appearing around their ads and the reason behind that. Also, they will ensure that brands/marketers ads are seen by real people and not bots.
These companies revealed that their Tweet scanning solutions will cover Twitter’s home timeline first and then expand to profile and search placements.
Senior Vice President, product management of Integral Ad science disclosed that “marketers are looking for the confidence to continue to invest in Twitter and grow their investments, which is what the company plans to do in collaboration with Double verify to give advertisers measurement for brand safety, an industry term to protect its online reputation and evaluate content that is next to an ad at the tweet level.
Investors King understands that Twitter has been struggling to retain advertisers on the platform, hence the reason for the partnership with Ad-tech platforms.
Following Musk’s takeover of the company last year, marketers and advertisers have been scrambling to keep up with a recent surge of changes at Twitter.
Many big brands and advertisers are having to rethink their social media marketing plans which have seen about 46% of them pause their ad campaigns on the platform.
Recently, the company’s CEO Elon Musk has been looking for ways to lure advertisers back onto the platform. Earlier this month, he offered free ad space by offering to match advertisers’ ad spending up to $250,000 to woo advertisers back on the platform.
Meanwhile, analysts disclose that even if Musk improves Twitter’s advertising, his promise not to turn the platform into a free-for-all hellscape” where anything can be said without no consequences, will pose a major challenge and will deter most brands from advertising on the platform.
