The new services will give advertisers more insights into where and how their ads appear on the platform.
- DoubleVerify's CEO said they will work with Twitter and its clients to check tweets before and after the ads are run to "ensure that brand safety and suitability filters, that the advertisers had built with Twitter, were adhered to."
- Twitter has historically been a difficult place for advertisers as their ads and brand messaging are mixed in with comments, replies, and user posts on the platform.
- Twitter's ad revenues were down by 71% in December compared to the prior year, as advertisers have been leaving the platform since Elon Musk acquired it in October.
- The new partnerships will be fully implemented before the Super Bowl, which is the largest revenue day for Twitter historically.
