Drugi jezik na kojem je dostupan ovaj članak: Bosnian
Twitter is adding more companies to its roster of third-party measurement partners, which it says will help brands better verify audience segments and video ad viewability.
The company announced yesterday it’s now partnering with Moat and Integral Ad Science and will soon expand its existing partnerships with Nielsen and ComScore, potentially giving the social media platform more credibility as it continues to compete with YouTube and Facebook for ad dollars in the digital video space.
The updates come as all three of the major technology platforms continue revising how they measure video ads and other formats to help build trust following Facebook’s problems in 2016 with inflated video metrics and YouTube’s ongoing struggle with ads appearing alongside offensive content.
According to Ivan Santana, Twitter’s group product manager for revenue, the partnerships will help marketers better understand whether people are indeed seeing their ads. (According to Santana, Moat’s independent measurement of Twitter’s video impressions found that 99 percent of views are from humans, a contrast with other platforms that have had to deal with their fair share of bots and fake views.)