On April 10th, Twitter announced new and expanded partnerships with third-party measurement vendors.
With Integral Ad Science and Moat, they will measure viewability for video ads, which will allow advertisers to compare attention metrics on Twitter to other channels. According to Twitter, Moat’s initial survey saw that 9 percent of video ad impressions that had been measured were viewable. The MRC threshold for a viewable video ad is that at least 50 percent of the video player be in view for at least two seconds.
comScore and Nielsen have already partnered with Twitter. Now it will enable audience verification metrics, like reach, demographics, GRPs and frequency with comScore validated Campaign Essentials (vCE) and Nielsen Digital Ad Ratings (DAR).
Now, comScore vCE is available for US campaigns and will be available in Canada, UK and Spain later this year. Moat and Integral Ad Science verification are available globally. Nielsen is available in the US and more than 20 other countries.