DoubleVerify (DV), an independent provider of marketing measurement software and analytics, has announced its partnership with Twitter, to authenticate the quality of video ads on the social media platform for many of the world’s largest brands.
“We are excited to announce Twitter as our newest digital platform partner. 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,” said DoubleVerify CEO Wayne Gattinella.
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 be benefited. 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. 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 omnichannel campaigns,” commented Twitter revenue product lead Bruce Falck.
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 device. Not only that it’s enabling advertisers to gain a clear understanding of video viewable trends, audibility and view-ability by device type, video fraud by the device, and top and bottom performing campaigns and creatives on Twitter.
