IAS and DoubleVerify, who have both previously partnered
with Twitter, use technology to independently verify that digital ads are
viewed by real people. Advertisers use the services to ensure the ads they pay
for are seen by potential customers and not automated bots.
The extended partnerships come at a time when the social
media platform is struggling with falling revenue, as advertisers slash their
spending on the platform after billionaire Elon Musk made several changes
following his takeover.
"Marketers are looking for confidence to continue to
invest in Twitter and eventually grow their investment... and that is what this
is all about," said Craig Ziegler, senior vice president, Product
Management of Integral Ad Science.
IAS and DoubleVerify will also give advertisers measurement
for brand safety, an industry term to protect its online reputation and
evaluate content that is next to an ad at the tweet level.
Musk has been fighting to retain clients as many companies,
including General Motors and United Airlines, had paused or pulled back from
advertising on the platform.
Many advertisers including Dyson, Mazda, Forbes and PBS Kids
suspended their marketing campaigns or removed their ads from parts of Twitter
because their promotions appeared alongside tweets soliciting child
pornography.