Nielsen to rate Twitter mobile ads globally

Its Digital Ad Ratings will verify independent audience metrics for campaigns on Twitter’s mobile app globally. The ratings give insight into viewing in terms of age, gender demographics, unique audience, reach, frequency and gross rating points (GRPs) for campaigns that run in Twitter’s mobile app.

Jeffrey Graham, vice-president of market insight & analytics at Twitter, said: "As smartphone use continues to grow and mobile is accounting for more of digital ad spend, it’s more important than ever that advertisers understand how effectively their marketing efforts are reaching their audience on Twitter.

"We're excited to increase our collaboration with Nielsen to provide greater performance transparency and help brands achieve their marketing goals."

This is the latest in Nielsen working with the social network on measurement. In the US Twitter has been measured within Digital Ad Ratings since May 2016.  In 2014, Nielsen launched what is now known as Social Content Ratings measuring programme-related activity on social media platforms.

Nielsen and Twitter first launched Nielsen Brand Effect for Twitter in 2013, allowing advertisers to measure the impact of their Promoted Tweets on brand metrics.