Twitter - Member Metrics
Posted on Friday 11 February 2022 | IAB UK
The following responses have been supplied by Twitter regarding its measurement and the ad verification process. This is part of an initiative to map the measurement options offered by our media owner and platform members as part of National Anti-Click-Through Rate Day (February 2022)
Check out the rest of the results to discover, at a glance, which suppliers are being used as well as what measurement metrics are offered by Twitter and other media owners/platforms here.
Do you offer advertisers verification information about the campaigns they run with you, for example around areas like viewability and brand safety?
As you offer advertisers verification information about the campaigns they run with you, how do you predominantly operate?
Use own third-party provider. (See which third-party providers are used by media owners/platforms here).
Please outline how and when you work with third-party providers. If you work with multiple providers please also outline the process for deciding which company to work with for campaigns.
Clients let us know they want it and we activate through server integration.
As you offer viewability metrics to advertisers, do you have a minimum viewability % you work to as a campaign average?
We sell to MRC standards as a minimum. 2 secs 50% in view but also offer 3 sec 100% in view and 6 secs and now 15 sec bidding.
Do you offer advertisers performance information about the campaigns they run with you, for example around areas like reach, clicks and brand uplift?
Yes. (See what performance information is offered, by platform, here).
Do you offer advertisers performance information about campaigns they run with you on other platforms?
Which third-parties have you worked with in the last 12 months?
MOAT, Intergral Ad Science, Double Verify and Nielsen.
Have you worked on any measurement or insight projects on ‘attention’ over the last few years?
We had one in field late 2021 with Omnicom with output available in 2022.
Finally, in terms of digital metrics and measurement, is there anything else you would like to add which advertisers would find useful?
De-duplicated reach as well as a single unit of measurement is something we feel will uplift digital metrics and measurement.
To find out which other companies submitted responses, please visit our member directory here.