Twitter has declared a new partnership with both Integral Ad Science and DoubleVerify so as to offer advertisers enhanced assurance about the placement of their ads within the app and secure potential brand association with controversial content on the platform.
We’ve selected DoubleVerify (DV) and Integral Ad Science (IAS) to be Twitter’s preferred partners for providing independent reporting on the context in which ads appear on Twitter. We see this as an opportunity to build solutions that will give advertisers a better understanding of the types of content that appear adjacent to their ads, helping them make informed decisions to reach their marketing goals.
Brand adjacency became a huge issue back in 2017 when the big brands gave their YouTube ad spend because of their promotions shown alongside videos promoting extremist views and/or hate speech. That made all the digital platforms to offer more secure and brand safety tools. Therefore Twitter is on the move to upgrade its approach in respect to the riding industry trends.
We’re excited to make this announcement, knowing that there has never been a third-party brand safety solution built to measure for adjacency to brand unsafe content in an environment like Twitter, which is both real-time and dynamic. We look forward to partnering with both DV and IAS to create custom solutions for our unique platform and we intend to start testing solutions in early 2021.
Considering twitter’s real-time content focus and the customized user feeds it seems to be a difficult proposition for a review partner to take on and provide the right advice as to where exactly the ads will be placed. It is still not sure to say that the ads will not be displayed besides controversial content but that’s what these new partners now need to assess, so as to provide new tools and approaches to make sure that advertisers can choose brand-safe options for their campaigns. Twitter also states that it will go through an accreditation process across all four of the Media Ratings Council’s offered Accreditation Services: Viewability, Sophisticated Invalid Traffic Filtration, Audience Measurement, and Brand Safety.
We will be prioritizing the Brand Safety audit first, and have already started the proposal process for this accreditation.
These are some huge steps for Twitter and its partners that will give more options for the brands that are moving ahead as they need to enhance their Twitter ad campaigns.