Twitter Partners with DoubleVerify and IAS, Launches Advertiser Safety Initiative

JAKARTA - Social media platform Twitter announced its partnership with ad technology companies DoubleVerify and Integral Ad Science (IAS) on Thursday, January 26.

"Our leading industry partners, @doubleverify & @integralads, are now ready to measure the safety and suitability of an English-language US campaign targeting the Twitter home timeline," the Elon Musk-owned company wrote on Twitter.

This partnership is later used as a way for the social media to notify advertisers if their ads are placed around inappropriate content.

The program will initially be available for US-based advertising campaigns, and will allow brands to analyze content and all ad types, including promoted tweets.

"Interested advertisers can work directly with one of the partners or consult their Twitter representative to get started," Twitter added.

So now, Twitter is saying that brands that will be running ad campaigns will have insight into the types of tweets that appear around their ads and the reasons behind them.

Companies can also use Twitter's proximity control tools to fine-tune their campaigns to filter keywords.

DoubleVerify and IAS tweet scanning solutions will cover the Twitter Home timeline first and then expand to search and profile placement.

Even so, the collaboration with DoubleVerify and Integral Ad Science (IAS) is not the end of it all. Twitter claims that they plan to expand their reporting partnerships in the future.

"We plan to expand our reporting partnerships to cover more languages ​​in the future, in addition to our ongoing efforts to improve Adjacency Control."