DoubleVerify , the leading independent provider of marketing measurement software and analytics, announced that it has partnered with Twitter, one of the world’s most influential social media platforms, to authenticate the quality of video ads on the Twitter platform for many of the world’s largest brands.
The initial launch will provide advertisers with transparency into video ad fraud and viewability on Twitter – including mobile in-app, mobile web and desktop. With DV measurement of display advertising launching later this year, Twitter advertisers will benefit from the broadest, deepest third-party measurement available. DV is the first partner to integrate with Twitter’s comprehensive API, making it easier to scale and add new features over time, as quality and measurement capabilities are expanded.
“We continue to invest in relationships with industry-leading third-party measurement providers like DV,” said Bruce Falck, Revenue Product Lead at Twitter. “We believe it is a critical component in helping our advertising partners better measure the impact of their media spend, and ensure consistent quality controls across their omni-channel campaigns.”
Brand advertisers will now have an accredited, third-party means of measuring the effectiveness of their digital investment on Twitter. DV’s Pinnacle IQ Performance user interface provides an easy-to-use dashboard to view and track campaign quality metrics across media and devices, enabling advertisers to gain a clear understanding of video viewable trends, audibility and viewability by device type, video fraud by device, and top and bottom performing campaigns and creatives on Twitter.
“We are excited to announce Twitter as our newest digital platform partner,” said Wayne Gattinella, CEO of DoubleVerify. “Our partnership reinforces DoubleVerify’s commitment to deliver the new standard of marketing performance and to provide our brand clients with increased clarity and confidence in their digital investment.”
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