Twitter Inc. announced a partnership with digital ad verification companies Integral Ad Science and DoubleVerify Holdings Inc. on Wednesday to provide marketers with tweet-level analysis on content appearing next to their advertising.
IAS and DoubleVerify, both of which have previously worked with Twitter, use technology to independently verify that digital ads are being viewed by real individuals. Advertisers employ the services to ensure that their paid advertisements are seen by potential customers rather than automated bots.
The new agreements come at a time when the social media platform is experiencing declining revenue as advertisers reduce their spending on the platform following billionaire Elon Musk’s takeover.
“Marketers are looking for confidence to continue to invest in Twitter and eventually grow their investment… and that is what this is all about,” said Craig Ziegler, senior vice president, Product Management of Integral Ad Science.
IAS and DoubleVerify will also provide advertisers with measurements for brand safety, a term used in the business to safeguard an organization’s online reputation and assess the quality of material that appears next to an advertisement at the tweet level.
As many businesses, like General Motors and United Airlines, had stopped or scaled back their advertising on the platform, Musk has been struggling to keep customers.
Because their promos appeared alongside tweets promoting child pornography, many companies, including Dyson, Mazda, Forbes, and PBS Kids, halted their marketing campaigns or took their advertising down from some portions of Twitter.