Twitter Introduces Guaranteed Video Ads

Twitter has started offering guaranteed video ads to some advertisers. Twitter has partnered with Dentsu Aegis Network to offer advertisers the opportunity to buy a set number of pre-roll video ads that will definitely be viewed by the advertiser's target audience. This guarantee brings these Twitter video ads more in line with how traditional TV ads are bought, and will cost advertisers a figure in the “low six figures”. The ads will be counted by third-party measurement companies so that advertisers can rest assured that they are getting the views that they pay for, a concern held by many advertisers following Facebook's now-infamous measurement errors in 2016. Twitter is currently only offering guaranteed video ads through its partnership with Dentsu Aegis Network, although it is thought that it will expand its offering to more advertisers in the future.