The Future of Mobile

Twitter doubles down on brand safety as it selects DoubleVerify and IAS

David Murphy

Twitter has selected DoubleVerify and Integral Ad Science (IAS) as it’s preferred partners for providing independent reporting on the context in which ads appear on Twitter, following a five-month selection process. In a blog post announcing the move, Jonathan Lewis, Twitter’s Senior Director of Product Management, said: “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.”

He added that in making the announcement, Twitter recognised 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. As such, Twitter plans to work with both companies to create custom solutions for the platform. It intends to start testing these solutions in early 2021.

“Measuring brand safety and suitability across in-feed environments is critically important for brands,” said DoubleVerify CEO, Mark Zagorski. “DoubleVerify is ready to tackle this challenge by leveraging our technology and expertise to evaluate the context of real-time, user-generated content.”

For IAS, CEO Lisa Utzschneider said: “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.”