Twitter is shining a light on timelines with a new program that will tell brands where ads appeared in relation to other tweets. This is the first time Twitter plans to report to advertisers what messages bookend their promoted posts, as brands have been demanding more insights into services like Twitter, Facebook and Google.
On Monday, Twitter announced a series of updates that are meant to instill confidence in the platform, which has been hounded for years by harassment issues, disinformation campaigns, spam accounts, and even a troublesome president. Twitter is working with Integral Ad Science and Double Verify, “preferred partners for providing independent reporting on the context in which ads appear on Twitter,” the company said in its announcement.
Lisa Utzschneider, CEO at Integral Ad Science, said in the announcement that her company would “partner with Twitter to pioneer in-feed brand safety solutions that will help advertisers navigate this dynamic social environment.”
The feed environment can be a chaotic place for advertisers that are concerned about appearing next to objectionable commentary. Places like Twitter’s timeline, Facebook’s News Feed and YouTube’s recommendations can insert sponsors near content submitted by everyday users and popular creators and publishers; sometimes those posts don’t align with a brand. This year, the platforms and the ad industry have been trying to develop more accountability, especially with COVID-19, racial justice protests, and the elections turning the online world into an inhospitable landscape for advertisers at times.