Twitter's Small First Step in Quelling Ad Buyers' Brand Safety Concerns

More brand safety solutions are in the works, with RFPs out to Zefr, IAS, DoubleVerify and Unitary

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Twitter is taking advertiser concerns about brand safety more seriously.

Beyond the Twitter thread from head of sales Chris Riedy at Cannes Lions, the platform has initiated a request for proposal process to evaluate brand safety solutions from its tech vendors Integral Ad Science and DoubleVerify, as well as Zefr and Unitary, to offer advertisers increased control and transparency over the context in which their ads are displayed on Twitter, according to the platform.

The RFP process will take place for the next few weeks.



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