Twitter integrates Nielsen ad tools

The integration includes new subscriptions by Twitter to Nielsen’s cross-media planning tool Media Impact and advertising intelligence platform Ad Intel.

Twitter will also get expanded access to Nielsen Total Ad Ratings, which will give the social media firm greater oversight of the performance of advertising campaigns on its platform.

The tools will be used to support Twitter Amplify, a video advertising platform offering ad and sponsorship opportunities next to premium video content.

Jay Nielsen, senior vice-president, planning products, at Nielsen, said: “To compete in a fragmented ecosystem, publishers require tools that help them plan their cross-media media strategies efficiently as well as provide deeper analysis and more robust insights of an advertiser’s campaign across screens.”