Twitter Is Expanding Its Video Measurement Partnerships to Help Marketers Gauge Ad Performance

Working with Moat, Integral Ad Sciences, Nielsen and comScore

Twitter's third-party partners will let brands better understand whether people are indeed seeing their ads.
Getty Images

Twitter is adding more companies to its roster of third-party measurement partners, which it says will help brands better verify audience segments and video ad viewability.

Today, the company announced it’s now partnering with Moat and Integral Ad Science and will soon expand its existing partnerships with Nielsen and comScore, potentially giving the social media platform more credibility as it continues to compete with YouTube and Facebook for ad dollars in the digital video space.

The updates come as all three of the major technology platforms continue revising how they measure video ads and other formats to help build trust following Facebook’s problems in 2016 with inflated video metrics and YouTube’s ongoing struggle with ads appearing alongside offensive content.

According to Ivan Santana, Twitter’s group product manager for revenue, the partnerships will help marketers better understand whether people are indeed seeing their ads. (According to Santana, Moat’s independent measurement of Twitter’s video impressions found that 99 percent of views are from humans, a contrast with other platforms that have had to deal with their fair share of bots and fake views.)

“We have relationships with the top measurement companies in the world, which allows our partners to measure the reach, influence and action that results from their advertising,” Santana wrote in a blog post published today. “This includes ongoing conversations with organizations like the Media Ratings Council on the accreditation process.”

Brands are also increasingly interested in measuring campaign performance via viewthroughs, or how long someone watches a video, rather than clickthroughs, according to a recent survey by AdRoll and Qualtrics. As eMarketer pointed out recently, the percentage of marketers in the U.S. and Europe putting more weight on viewthrough has increased in the past few years.