With current Chief Twit Elon Musk potentially on the way out, marking a truly short-lived reign, Twitter could soon see a new approach, which could once again change the app’s direction. At this point, it sounds like Twitter has a management curse. Thus far, under Musk’s leadership, things have been trending along a path that’s less aligned with brand safety.
Given this, and the fact that Twitter needs ad dollars to keep running, it makes sense that one of the primary concerns raised in a recent meeting between Twitter execs and ad industry work was brand safety, and how Twitter will be able to ensure that their ads are not displayed alongside offensive content.
Key Drop Points
Such is its current status that Twitter has come up with new options to reassure its ad partners. To start, Twitter is rolling out new Adjacency Controls that will enable a brand to prevent their promotions from appearing alongside Tweets that contain keywords that they’d want to avoid.
According to Twitter:
“To start, these controls will apply to adjacent Tweets in English only, and we’ll roll out to other languages shortly. Empowering brands to customize their campaigns to prevent their ads from appearing adjacent to unsuitable content is an important step towards increased ad relevance on Twitter.”
The option will provide ad placement controls in ‘relevance-ranked home timelines’, which cover the majority of Twitter usage. This should give a level of extra assurance to brands who don’t want their promotions showing up the likes of hate-based commentary and conspiracy theories. To add, Twitter will also be expanding its partnerships with brand safety partners DoubleVerify and Integral Ad Science.
DoubleVerify and Integral Ad Science will also provide independent validation of Twitter’s efforts to uphold the GARM Brand Safety Floor, which seeks to prevent unsafe ad placements. For the most part, these are baseline parameters that all digital ad platforms should provide, but in Twitter’s case, they’ve become increasingly important, as advertisers keep their push notifications switched on for Elon’s Tweets, ensuring them that they’re across his every update and shift.
The Wrap
Ideally, Musk would have wanted to cut off advertisers entirely, by supplementing Twitter’s ad income with subscriptions. Evidently, that’s not going to happen, and while Twitter does need ad partners, it will also be beholden to ad placement regulations which will help to ensure that you don’t end up seeing promoted Tweets alongside offensive remarks in the app. These are critical updates for Twitter’s next stage.
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