Twitter to provide advertisers with brand safety and suitability measurement through partnership with IAS

Integral Ad Science, the global player in digital media quality, and Twitter have announced the launch of third-party brand safety and suitability measurement on the platform in US.

With Tweet-level analysis, advertisers can better understand the content that appears adjacent to their ads on Twitter's feed.

"IAS is excited to provide our customers with Tweet-level insights designed to deliver greater transparency into their Twitter campaigns and measurement aligned with industry standards for brand safety and suitability," said Craig Ziegler, Senior Vice-President, Product Management of Integral Ad Science.

This advancement will provide Twitter advertisers with reporting that is aligned with Global Alliance for Responsible Media (GARM) brand safety and suitability risk categories. For broader analytics, advertisers can access campaign-level reporting for overall metrics.

"Twitter is committed to promoting a safe advertising experience for people and brands, and this commitment has never been stronger. We're bringing more brand safety solutions to market than ever before, and we're excited for IAS to roll out this third-party reporting solution," said AJ Brown, Twitter's Head of Brand Safety.

"Independent validation of the context in which ads serve according to GARM industry standards is incredibly important to us and our customers."

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