Dentsu Inc. and Dentsu Digital Inc. develop and launch beta version of "Tsuiveri(TM)", a service to mitigate brand value damage risks from Twitter ads

The text of the Dentsu Inc. news release distributed on March 15 is as follows.

---

March 15, 2018

Dentsu Inc. and Dentsu Digital Inc. Develop and Launch Beta Version of "Tsuiveri(TM)" Service to Mitigate Brand Value Damage Risks in Twitter Advertising

Dentsu Inc. (Headquarters: Minato-ku, Tokyo; President: Toshihiro Yamamoto) and Dentsu Digital Inc. (Headquarters: Minato-ku, Tokyo; CEO: Shuji Yamaguchi) have developed "Tsuberi(TM)"(※1), a service that preemptively excludes unsuitable accounts from Twitter ad delivery lists, thereby reducing the risk of brand value erosion for companies and products. Beta version service begins today.

The key feature of "Tsuberi(TM)" is its ability to identify Twitter accounts unsuitable for ad delivery, such as users whose sole purpose is violence, discrimination, or causing controversy, as well as bots.

This service was developed by expanding the functionality of "kizuna communication" (※2), a system independently developed by Dentsu Inc. in 2016 that analyzes tweet data in real time to deliver ads on Twitter.

Our group has previously implemented "brand safety" measures to mitigate risks where advertising on social media could damage corporate or product brand image. With "Tsuiveri(TM)", we have further strengthened Twitter advertising support. The name "Tsuiveri(TM)" originates from combining "Twitter" and "ad verification" (in web advertising, "viewability"—whether ads are actually seen— "whether impressions or clicks are generated fraudulently by machines rather than humans" (ad fraud), and "whether ads are displayed to inappropriate audiences or in inappropriate locations" (brand safety) – issues that undermine advertising value). It is the world's first third-party service (excluding Twitter Inc. and advertisers) supporting Twitter ad verification.

Dentsu Inc. and Dentsu Digital Inc. client companies can use "Tsuberi(TM)" free of charge. The official release is scheduled for April this year.

■ "Tsuberi(TM)" Logo

---

※1 "Tsuberi(TM)" is a trademark pending registration.
　

※2 kizuna communication: A Twitter advertising delivery system that analyzes tweet data obtained in real-time from Twitter Inc. It offers various functions not achievable through Twitter's standard advertising management interface, such as targeting based on estimated TV commercial viewing behavior derived from tweet data and Dentsu Inc.'s TV program information, and contract/purchase behavior prediction using machine learning. In April 2016, it won the Grand Prix in the Asia-Pacific region (2nd place globally) at the "#Promote Ads API Challenge 2016" competition hosted by Twitter, Inc., and began full-scale operation that same year.
　
*3 According to Twitter Inc.

End

---

Dentsu Inc. News Release
http://www.dentsu.co.jp/news/release/2018/0315-009491.html