Twitter Partners With Measurement Companies

The social media site Twitter has announced several new partnerships with third-party measurement companies. In a blog post on the company's website, Twitter said that it had partnered up with Integral Ad Science and Moat, and expanded its partnerships with Nielsen and comScore. The partnerships will allow video advertisers on the site to see if their ads are being delivered to their intended audiences. They will also help video advertisers to “compare ad viewability and attention metrics across channels”. Twitter hopes that the new partnerships will help video advertisers to better measure the reach and influence of their advertising campaigns, as well as whether their audience went on to perform the desired actions.