Twitter has announced a partnership with ad verification company Integral Ad Science (IAS) and DoubleVerify to improve the effectiveness of advertising on the platform. The partnership will reportedly allow advertisers to use IAS and DoubleVerify's fraud detection and brand safety tools to ensure that their ads are seen by potential customers and not bots.

Twitter has been working to improve the effectiveness of advertising on its platform in recent years. One of the main challenges facing advertisers on social media is the issue of ad fraud, where bots and other fake accounts are used to artificially inflate ad metrics. This can lead to wasted ad spend and a poor return on investment for advertisers.

The partnership with IAS and DoubleVerify will help to address this issue by providing advertisers with access to advanced fraud detection and brand safety tools. These tools will allow advertisers to identify and block fraudulent traffic, ensuring that their ads are only seen by real users.

IAS officials were quoted as saying that the move was intended at giving marketers the "confidence to continue to invest in Twitter".

Twitter first teased this advertising initiative in a December blog post, published shortly after Elon Musk’s takeover of the social network in late October. The post also detailed the launch of adjacency control tools to help brands present their ads from appearing around content with certain keywords.

The partnership is a significant step forward for Twitter in terms of improving the effectiveness of advertising on its platform. By providing advertisers with access to advanced fraud detection and brand safety tools, Twitter is helping to ensure that ads are seen by real users and not bots, thus providing a better return on investment for advertisers.