Twitter Opens Advertising Analytics to Third Parties (Apr 10, 2017)
As per the Marc Pritchard interview I covered earlier today, many advertisers are still concerned that they’re essentially being defrauded when placing ads online, because they don’t know which ads are really being seen by human beings as opposed to bots. One of the big requests these brands have had for ad platforms is increased outside auditing by independent firms which have standardized measures for things like viewability and can compare metrics across multiple platforms. We’ve already seen Facebook and Google open up both for outside auditing and for measurement by third parties, and Twitter is now joining them. Twitter’s analytics around advertising have been an area of weakness, so even nothing here directly improves Twitter’s own tools, open up to third parties should at least help some advertisers feel better about the data they’ll get back when advertising on Twitter.
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