Measuring the performance of video advertising campaigns can be very difficult in itself, but when that video is streaming it can seem near impossible.
In-stream video ads are increasingly popular however and it was only a matter of time before the ability to measure the format's performance on popular networks became possible.
Innovid, for example, recently announced it will be the first third-party ad platform to deliver these in-stream ads through a Video Ad-Serving Template (VAST) on Twitter.
Under the terms of the deal, Twitter advertisers will have access to viewability performance and delivery metrics for videos that appear on Twitter through Innovid's platform.
For Twitter, the deal provides third-party measurement that can reassure advertisers and improve transparency. As Twitter shifts at least some of its business to live streaming video, its video advertising capabilities will need to adapt as well.
Twitter already streams shows from Bloomberg TV, Cheddar and BuzzFeed. It is also reportedly partnering with Bloomberg to create a 24-hour news channel that will launch in the coming months.