Amid declining ad revenue and advertiser exits, Twitter announced today that it has teamed up with ad-tech companies DoubleVerify and Integral Ad Science (IAS) to tell advertisers if their ad is placed around inappropriate content. The program, available first for U.S.-based advertising campaigns, allows brands to analyze the content adjacent to— primarily tweets above and belove the ad — all types of ads, including promoted tweets.
Now, Twitter says brands running their ad campaigns will have insights into what kind of tweets are appearing around their ads and the reason behind that. Companies can also use Twitter’s adjacency control tools to fine-tune their campaign to filter out keywords.
DoubleVerify and IAS said that its tweet scanning solution will cover Twitter’s Home timeline first and t...
