• by Gavin O'Malley  @mp_gavin, April 11, 2017

Trying to prove its worth to brand partners, Twitter is expanding its partnerships with Nielsen and comScore and teaming up with several other third-party measurement firms.

“We are announcing multiple new relationships … to help marketers measure video viewability and verify audience,” a company spokeswoman said Monday.

Additional partners include Moat and Integral Ad Science, which should help brands better understand if the video ads run on Twitter are viewable by humans — and then compare video ad viewability and attention metrics across channels.

Using Nielsen Digital Ad Ratings and comScore validated Campaign Essentials (vCE). Brands can now to measure whether their Twitter ads were delivered to the audiences they intended to reach.

For Twitter, the ties-ups add to a number of existing partners, including with the Media Ratings Council. As with Facebook and other rivals, Twitter has long relied on Nielsen and comScore for third-party ad measurement.

Bigger picture, Twitter is having a tougher time selling itself to advertisers.    

In the fourth quarter, the tech giant sa w revenue increase by just 1% to $717 million year-over-year, while monthly active users were up just 4% to 319 million. Worse, ad revenue totaled $638 million, down slightly year-over-year.

Analysts have recently expressed their frustrations with Twitter.

“Current quarter results were weaker-than-expected, with a big negative from what guidance implies about the coming quarter and the year,” Pivotal Research Group analyst Brian Wieser said in a recent investor note. “We are altering our long-term forecasts on the company and reducing our price target from $17 to $15 on a [year ending 2017] basis,” he said.