Twitter Hears Advertisers: ‘We Want to Buy Like We Do on TV’
Twitter is now offering some advertisers guarantees on video ads, a step of maturation for the company that makes its ad product similar to a TV-style buy.
Twitter has been working closely with Dentsu Aegis Network to develop its first guaranteed ad product, which lets brands order a set amount of pre-roll video ads with certainty that they get seen by a target group of consumers.
The pre-roll video ads are counted according to Media Ratings Council standards and the results are confirmed by third parties like Integral Ad Science. Integral is among the third-party measurement companies used by advertisers to independently verify data from platforms like Twitter, Facebook and YouTube.