Twitter guarantees audiences for pre-rolls, launches analytics for Moments

Michael Law

Michael Law

March 07, 2017 - Twitter has teamed with Dentsu Aegis Network to offer pre-roll video ads that the company guarantees will be viewed by target audiences, adhere to Media Ratings Council standards and come with third-party verification measures. The platform has also announced analytics tools for Twitter Moments.

Garett Sloane of AdvertisingAge writes: 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.

Twitter also works with Moat.

"We kept saying we want to buy with them like we do TV," said Michael Law [pictured], exec VP of video investment at Dentsu Aegis Network. More...