Twitter Seeks to Provide More Brand-Safety Tools with New Ad Verification Partnerships
• Twitter has announced new partnership agreements with both DoubleVerify and Integral Ad Science to provide advertisers with increased assurance around the placement of their ads within the app, and safeguard against potential brand association with controversial content on the platform.
• As explained by Twitter: “We’ve selected DoubleVerify (DV) and Integral Ad Science (IAS) to be Twitter’s preferred partners for providing independent reporting on the context in which ads appear on Twitter. 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.”
• Brand adjacency became a larger concern back in 2017 when various major brands pulled their YouTube ad spend due to their promotions appearing alongside videos promoting extremist views and/or hate speech.