DoubleVerify Unveils Twitter Video Ad Measures

Marketing measurement software firm DoubleVerify (DV) has announced a partnership with Twitter, to authenticate the quality of the latter's video ads. The partners promise Twitter advertisers 'the broadest, deepest third-party measurement available'.

The initial launch will feed back on video ad fraud and viewability for Twitter ads on mobile in-app, mobile web and desktop; and DV will add measurement of display advertising later this year. DV says it is the first partner to integrate with Twitter's comprehensive API, making it easier to scale and add new features over time. Clients can use DV's Pinnacle IQ Performance dashboard to view and track campaign quality metrics across media and devices, and identify and understand video viewable trends, audibility and viewability by device type, video fraud by device, and top and bottom performing campaigns and creatives on Twitter.

Bruce Falck, Revenue Product Lead at Twitter, comments: 'We continue to invest in relationships with industry-leading third-party measurement providers like DV. We believe it is a critical component in helping our advertising partners better measure the impact of their media spend, and ensure consistent quality controls across their omni-channel campaigns'. Wayne Gattinella (pictured), CEO of DoubleVerif, says the partnership 'reinforces DoubleVerify's commitment to deliver the new standard of marketing performance and to provide our brand clients with increased clarity and confidence in their digital investment'.

Web site: www.doubleverify.com .