What is the impact of my company’s marketing efforts? Brands have been asking this question for years. However, even with the precision of digital tracking, the challenge remains. A recent eMarketer report states viewability, attribution, and measurement are still digital advertisers’ biggest concerns. Twitter is committed as a company to enhancing its measurement solutions, an area in which our MoPub team has already built a strong foundation over the past year. We have multiple relationships with industry-leading, third-party measurement providers that enable marketers to measure the reach of their video ad campaigns.
We’ve invested heavily to provide brand marketers with the ability to measure their impact along three axes:
Twitter’s global relationships with Moat (@moat) and Integral Ad Science (@integralads) enable marketers to understand if the video ads they run on Twitter are viewable by humans, and allow marketers to compare video ad viewability and attention metrics across channels. Among in-app impressions Moat has measured on Twitter, Moat has detected 99% of them are viewed by humans.
We’ve also expanded our relationships with Nielsen (@Nielsen) and comScore (@comScore). Using Nielsen Digital Ad Ratings and comScore validated Campaign Essentials (vCE), we will allow marketers to measure whether their Twitter ads were delivered to the audience they intended to reach.
We have relationships with the top measurement companies in the world, which allows our partners to measure the reach, influence, and action that results from their advertising. This includes ongoing conversations with organizations like the Media Ratings Council on the accreditation process.
As a trusted partner, Twitter consistently provides marketers with new ways to buy and measure our ad campaigns. This ensures us full transparency on the audience we reach and the impact we’re able to achieve. We look forward to seeing Twitter continue to double down on third-party measurement solutions.
To measure your video ad campaigns using Moat, IAS, Nielsen DAR, or comScore vCE, reach out to your Twitter account representative. Both Moat and IAS are available globally. Nielsen is available in the US and more than 20 international markets. comScore vCE provides Twitter measurement in the US today with international rollout to Canada, Spain, and UK planned for later in the year.
To learn more about these solutions, including if they’re available for your country, visit our Help Center.