Twitter Launches Tweet-Level Tool for Brands to Monitor Adjacency

Twitter announced it has partnered with Double Verify and Integral Ad Science to offer advertisers tools to determine whether their ad placements are appearing adjacent to objectionable posts. The tools are a major step in winning back advertiser trust after an exodus of brands in the wake of Elon Musk’s takeover of the social media platform in October 2022.

The new tools “monitor and quantify the prevalence of ad placement adjacent to English-language content deemed either unsafe or unsuitable for monetization” at the tweet level in Twitter timelines, according to a release posted to Twitter’s business site by AJ Brown, director of brand safety. The tools are able to check content one post before and after an ad, and have been through successful beta testing over several months, according to Brown, who wrote that the results, “have met or exceeded beta participants’ expectations.”

Double Verify CEO Mark Zagorski told AdAge, “We look at the tweets before and after an ad to ensure that brand safety and suitability filters that the advertisers had built with Twitter were adhered to.”

Said Rob Rakowitz, co-founder and initiative lead at the Global Alliance for Responsible Media (GARM): “We’re excited to see this latest collaboration between Twitter, IAS, and Double Verify progress as it helps to answer long-standing questions on transparency in feed,” 

With Twitter activity spiking during major events, the tool launch comes just in time for the Super Bowl. “Now is great timing for advertisers who want to engage during the Super Bowl on Twitter to know that there is a brand safety and suitability tool that can help them measure and verify the success of their campaign,” Zagorski told AdAge.

Twitter’s new tools are available to advertisers who work with Double Verify or Integral Ad Science, or customers can contact their Twitter sales reps.