Twitter agrees to third-party measurement for video ads | M&M Global

Twitter agrees to third-party measurement for video ads

Twitter has become the latest digital media company to boost its third-party measurement credentials, as advertisers and agencies demand increased transparency on campaign performance.

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The social platform is entering into global relationships with Moat and Integral Ad Science to bolster its video ad measurement tools, and to inform brands if their videos are “viewable by humans”.

Twitter has also extended its partnerships with Nielsen and comScore, to enable advertisers to measure whether their ads were delivered to the intended audiences.

It follows the news that both Google and Facebook have agreed to audits by the Media Rating Council, the latter in response to damaging revelations that it overstated video campaign performance metrics.

In a blog post, Ivan Santana, group product manager, revenue, at Twitter, commented: “What is the impact of my marketing efforts? Brands have been asking this question for years. However, even with the precision of digital, the challenge remains.

“We are committed as a company to enhancing our measurement solutions, an area in which our MoPub team has already built a strong foundation over the past year. Today, we’re taking our commitment a step further.”

GroupM’s chief digital officer and North America chair Rob Norman added: “As a trusted partner, Twitter consistently provides us with new ways to buy and measure our ad campaigns. This ensures us full transparency on the audience we reach and the impact we’re able to achieve. We look forward to seeing Twitter continue to double down on third-party measurement solutions.”

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