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Twitter, ad verification firms team up to give advertisers tweet-level analysis

The partnership comes 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.

January 26, 2023 / 09:33 AM IST

Twitter Inc will team up with digital ad verification companies Integral Ad Science and DoubleVerify Holdings Inc to provide advertisers tweet-level analysis on content appearing next to their ads, the companies said on Wednesday.

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.