Twitter partners with DoubleVerify and IAS on brand safety initiative amid advertiser exits
Twitter has announced a partnership with DoubleVerify and Integral Ad Science (IAS) to help improve brand safety for advertisers on the platform.
The partnership comes amid a number of high-profile advertiser exits from Twitter over concerns about offensive and racist content on the platform.
Under the partnership, DoubleVerify and IAS will provide Twitter with brand safety data that will be used to improve the platform’s ad targeting and content moderation capabilities.
Twitter has also announced a number of other measures to improve brand safety, including giving advertisers more control over where their ads appear and increasing transparency around its content moderation practices.
These initiatives come as Twitter faces pressure to address the problem of offensive and extremist content on its platform. In the past month, a number of major advertisers, including Coca-Cola, Unilever, and Verizon, have pulled their ads from Twitter over concerns about the platform’s inability to control offensive content. Twitter has been working to address these concerns, and the partnership with DoubleVerify and IAS is part of those efforts.
DoubleVerify is a leading provider of digital media measurement and verification services. IAS is a leading provider of digital advertising measurement and analytics.
Twitter partners with DoubleVerify and IAS on brand safety initiative amid advertiser exits
Twitter is partnering with ad verification firms DoubleVerify and Integral Ad Science (IAS) to improve the quality of its ads and address advertiser concerns about brand safety. The move comes as a number of big brands have pulled their advertising from the social network due to concerns that their ads could be appearing alongside offensive or inappropriate content.
Under the new partnership, DoubleVerify and IAS will each provide Twitter with tools to help it verify the accuracy of the ads that appear on its platform and identify potential brand safety issues. Twitter will also be working with each company to improve the process for addressing advertiser concerns about specific ads.
The partnership is part of a larger effort by Twitter to improve the quality of its ad products and address advertiser concerns about brand safety. Last month, the social network announced a number of changes to its ad products, including more transparency around where ads are being placed and new controls for advertisers.
The move comes as a number of big brands have pulled their advertising from the social network due to concerns that their ads could be appearing alongside offensive or inappropriate content. Twitter has been working to address these concerns, but the new partnership with DoubleVerify and IAS shows that it is committed to making further improvements in this area.