Twitter boosts advertising measurement and attribution with new partnerships

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With advertising measurement, attribution and viewability still being a pain point for marketers, Twitter has just revealed new measurement partnerships to allow its advertisers to find out more about the performance of their campaigns across the social media network.

The company has been busy enhancing its measurement metric solutions and acquired MoPub, a start-up that helps publishers manage their ad inventory, back in 2013. MoPub has recently confirmed its commitment to scale inventory in 2017.

Now, Twitter has added new partnerships with Moat and Integral Ad Science to enhance viewability metrics for video adverts run on Twitter. Moat found that 99% of videos viewed on Twitter are indeed seen by humans.

In addition, Twitter has expanded its relationship with Nielsen as well as comScore. Advertisers will be able to measure whether their Twitter campaigns are reaching their intended audiences by using Nielsen Digital Ad Ratings and comScore validated Campaign Essentials (vCE).

Rob Norman, Chief Digital Officer for GroupM said:

“As a trusted partner, Twitter consistently provides us 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 3rd party measurement solutions.”

In addition, the company has added support for two-factor authentication, which makes it even harder for hackers to access an account and makes for enhanced security. The feature is likely to please many users.

Third-party apps that can be used include Google Authenticator and Authy