Twitter, the company’s ad verification partner, will provide advertisers with tweet-level analysis

(Reuters) – Twitter Inc and Integral Ad Science, a digital ad verification company, will team up to provide advertisers with tweet-level analysis of the content that appears next to their ads, the companies said on Wednesday.

The partnership comes at a time when the social media platform is struggling with falling revenue as advertisers cut their spending on the platform after billionaire Elon Musk made several changes following his takeover.

“Marketers are looking for confidence to keep investing in Twitter and eventually increase their investment in Twitter…and that’s what it’s all about,” said Craig Ziegler, senior vice president of product management for Integral Ad Science.

The IAS will also provide advertisers with the ability to measure brand safety, an industry term for protecting online reputation and scoring content near ads at the tweet level.

Musk has struggled to retain customers as many companies, including General Motors and United Airlines, have suspended or retired advertising on the platform.

Many advertisers, including Dyson, Mazda, Forbes and PBS Kids, have suspended their marketing campaigns or removed their ads from parts of Twitter because their promotions appeared alongside child pornography tweets.

(Reporting by Nivedita Balu in Bangalore; editing by Shailesh Kuber)

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