Helping brand marketers measure the impact of their advertising

What is the impact of my marketing efforts? Brands have been asking this question for years. However, even with the precision of digital, the challenge remains. A recent eMarketer report states viewability, attribution and measurement are still digital advertisers’ biggest concerns. We are committed as a company to enhancing our measurement solutions, an area in which our MoPub team has already built a strong foundation over the past year. Today, we’re taking our commitment a step further and are excited to announce multiple new relationships with industry-leading third-party measurement providers that enable marketers to measure the reach of their video ad campaigns.

We’ve invested heavily to provide brand marketers with the ability to measure their impact along three axes:

Our global relationships with Moat (@moat) and Integral Ad Science (@integralads) will enable marketers to understand if the video ads they run on Twitter are viewable by humans and compare video ad viewability and attention metrics across channels. Among the video impressions Moat has measured on Twitter, Moat has detected that over 99% of them are viewed by humans.

We are also announcing we’ll be expanding our relationships with Nielsen (@Nielsen) and comScore (@comScore). Using Nielsen Digital Ad Ratings and comScore validated Campaign Essentials (vCE), we will allow marketers to measure whether their Twitter ads were delivered to the audience they intended to reach.

We have relationships with the top measurement companies in the world, which allows our partners to measure the reach, influence, and action that results from their advertising. This includes ongoing conversations with organizations like the Media Ratings Council on the accreditation process.

Read the full article here: https://blog.twitter.com/2017/helping-brand-marketers-measure-the-impact-of-their-advertising