Twitter Teams Up with IAS, DoubleVerify for Brand Safety

Twitter Inc. has updated its partnerships with ad-tech companies Integral Ad Science (IAS) and DoubleVerify Holdings Inc. to determine whether advertisers’ ads have been placed around unsafe or unsuitable content.

The team-up came at a time when the US social media giant is facing weakness in revenue, as advertisers cut their spending on the platform following a handful of changes made by its owner and Tesla Inc. chief executive Elon Musk.

Musk has been trying to keep clients as many firms, including General Motors Co. and United Airlines Inc., have hit the brakes or withdrawn from advertising on Twitter.

Advertisers, including Dyson Ltd., Mazda Motor Co., Forbes, and PBS Kids, have paused their marketing campaigns or pulled out their ads from the platform as their promotions are shown alongside tweets containing inappropriate content.

Twitter’s Brand Safety Initiative with IAS and DoubleVerify

IAS and DoubleVerify use technology to confirm that actual people are seeing the digital ads. Advertisers utilize such services to check if it is prospective customers or automated bots viewing the ads they have paid for.

The two digital ad verification firms are also providing advertisers with brand safety measures to safeguard their online reputation and a tweet-level analysis on content adjacent to, mainly tweets above and below an ad, including promoted tweets.

The service is available first for US-based advertising campaigns.

Furthermore, Twitter stated that the service would now allow brands to gain insights into the type of tweets appearing around their ads and the reason behind that.

According to IAS and DoubleVerify, the tweet scanning services will first include the platform’s Home timeline before adding the profile and search placements.

In addition to brand safety measures, the solutions aim to offer suitability scores to help advertisers determine whether their ads appear alongside tweets that may not align with the brand’s image.