Twitter expands third-party relationships to ease viewability concerns

Tyrone Stewart

TwitterBrand safety and viewability have both been very much at the forefront of the thinking for advertisers over the last few months – with issues surrounding ad placement and inflated metrics dominating the dialogue in the world of digital advertising. Because of this, Twitter has expanded its third-party partnerships.

The social network’s global relationships with Moat and Integral Ad Science will enable marketers to understand if the video ads they run on Twitter are viewable by humans. It will also compare ad viewability and attention metrics across channels.

Twitter has also expanded its relationships with Nielsen and comScore. Using Nielsen Digital Ad Ratings and comScore validated Campaign Essentials, Twitter says it will enable marketers to measure whether their ads were delivered to the audience they intended.

“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,” said Ivan Santana, group product manager for revenue at Twitter, in a blog post.