(Reuters) – Twitter and Integral Ad Science, a digital ad verification firm, will work together to provide advertisers with analytics on the content of tweets that appear alongside their ads, the companies said on Wednesday.
The partnership comes as the social media platform struggles with declining revenue as advertisers cut spending on Twitter after billionaire Elon Musk made several changes following his takeover.
“Marketers are looking for the confidence to continue investing in Twitter and ultimately grow their investment in Twitter…and that’s what it’s all about,” said Craig Ziegler, Senior Vice President of Product Management at Integral Ad Science.
The IAS will also provide advertisers with “brand safety” measures, an industry term for protecting your online reputation and evaluating content around an ad.
Musk has struggled to retain many companies as customers, including General Motors and United Airlines, which had suspended or stopped advertising on the platform.
Many advertisers, including Dyson, Mazda, Forbes and PBS Kids, have suspended their marketing campaigns or removed their ads from Twitter sections because their ads appeared alongside tweets soliciting child pornography.
(Reporting by Nivedita Balu in Bengaluru; Reporting by Nivedita Balu).
((Translation Adaptation São Paulo))
REUTERS PAL IV