• by Alex Weprin , November 21, 2017

Streaming video advertising technology company Innovid is partnering with Twitter to bring ad delivery and measurement on in-stream video ads viewed on Twitter’s platform.

Innovid 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, which Innovid announced in a blog post this morning, advertisers will have access to viewability performance and delivery metrics for videos that appear on Twitter through Innovid’s own platform.

For Twitter, the deal provides third-party measurement that can reassure advertisers and improve transparency. As Twitter shifts much 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 partnering with Bloomberg to create a  24-hour news channel that will launch in the coming months.

For Innovid, the deal gives its clients access to a vast platform with the potential to target hundreds of millions of users.