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Digital ad verification provider Integral Ad Science shared the results of a study it conducted last month on more than 1,000 respondents’ social media usage and behaviors and, specifically, Twitter users’ content preferences and likelihood to engage with in-feed ads.
IAS chief marketing officer Tony Marlow said in an email, “Our newest research takes a closer look at how in-feed ads on Twitter can increase engagement and what consumers want to see. With the continued growth of contextual targeting, the critical takeaways from this research are that Twitter users are not only open to sharing data for a better ad experience, but that contextually relevant ads drive stronger results in-feed.