DoubleVerify Adds Twitter In-feed Ad Brand Safety

Digital media measurement, data and analytics platform DoubleVerify (DV) has expanded its partnership with Twitter, to enable advertisers to verify and analyse the quality of their US-based advertising campaigns on Twitter's home timeline.

Acquired by private equity firm Providence Equity Partners in 2017, DV offers MRC-accredited software that verifies the quality and effectiveness of digital ads. With its new Twitter partnership, the firm offers in-feed brand safety and suitability measurement, with the ability to analyze the suitability of content adjacent to all types of ads, included promoted tweets.

DV processes and classifies Tweets directly above and below the placement of ads in Twitter's timeline, enabling brands to verify the content surrounding their advertising using DV's Brand Safety Floor and Suitability Tiers. These solutions are driven by the company's Semantic Science technology.

CEO Mark Zagorski (pictured) comments: 'Providing independent, third-party suitability measurement on Twitter's in-feed environment represents a major milestone in the industry. Brands will benefit from full transparency into the quality of their campaigns, greater comfort that their media buys are verified, and the ability to leverage DV's APB and GARM aligned product functionality and reporting across Twitter, other large platforms and the open web'.

Web site: www.doubleverify.com .