On Monday this week, Twitter introduced some new security focused tools and ad verification partners to their platform while addressing their commitment to brand safety. As explained by Twitter, the platform is always focused on creating a safe environment for its users and advertisers. They acknowledge that there is still plenty of work that needs to be done when it comes to safety on Twitter. That is why they have been actively working with industry partners to enhance the safety on the platform with the focus primarily on brand safety.
Here are the things they have introduced:
Twitter will be partnering with DoubleVerify and Integral Ad Science as the preferred partner for advertisement verification on the platform. The role of these two partners will be to identify and report the context of Twitter ads and how they appear to the users. Twitter mentioned that they have been engaged in the process for around half a year to find the right third party measurement partner.
Explaining the same further,, they expressed how excited they are to announce the partnership with DoubleVerify and Integral Ad Science to create custom solutions for the social media platform. The new verification tool is expected to start next year, possible in the first two quarters.
Mark Zagorski, CEO of DoubleVerify expressed their point of view by mentioning:
Lisa Utzschneider, CEO at Integral Ad Science, mentioned:
Twitter also pointed out that they have already expressed their commitments to the Media Ratings Council (MRC) accreditation services by undergoing all four media ratings from MRC to ensure better safety for the brands. According to Twitter, these accreditations are vital to show their resolve towards providing a transparent platform and services to everyone.
The recent steps from Twitter looks promising, but we’ll need to see how the new changes turn out in the future. Hopefully, these changes will stop showing ads around any controversial content on the platform in the future, which has been impacting brand favorability quite a bit on Twitter.