As Twitter continues to navigate the complexities of content moderation under Elon Musk’s ownership, the social media giant is making strategic moves to address advertisers’ concerns and deliver brand-safe campaigns. With its newly appointed CEO, Linda Yaccarino, leading the way, Twitter is actively seeking ad tech partners and implementing new programs and processes. These initiatives aim to provide advertisers with more control over the type of content their ads appear alongside, ultimately rebuilding trust and attracting advertisers back to the platform.

New ad tech partnerships:

Twitter has initiated a “request for proposal” (RFP) process to identify potential ad tech partners that can assist in delivering brand-safe campaigns. The company aims to leverage technologies from companies like ZEFR, Integral Ad Science (IAS), DoubleVerify, and Unitary. These partnerships will empower advertisers to have greater control over their ad placements and align their messages with content that meets their brand safety standards.

Enhancing brand safety:

To address concerns about brand safety, Twitter already offers features that allow advertisers to block ads from appearing near specific keywords or accounts. Additionally, the platform collaborates with ad tech partners like IAS and DoubleVerify to evaluate campaigns and ensure that they align with brand safety guidelines outlined by the Global Alliance for Responsible Media (GARM). By working with these partners, Twitter has achieved impressive results, with over 99% of measured ad impressions appearing adjacent to content deemed safe by GARM standards. This success has already enticed a significant number of top advertisers to return to paid media on Twitter.

Twitter’s presence at Cannes:

Twitter’s recent announcement coincides with the annual Cannes festival, where marketing leaders gather to celebrate advertising and creativity. While Twitter’s new CEO, Linda Yaccarino, did not attend the event this year, a small delegation of advertising executives represented the company. The change in Twitter’s Cannes presence, which used to involve lavish parties and extensive marketing efforts, reflects the evolving priorities under Elon Musk’s ownership.

Challenges and opportunities:

Yaccarino’s appointment as CEO comes at a critical time for Twitter. The platform has faced significant declines in ad revenue, with April figures showing a 59% year-on-year decrease. However, her arrival has instilled hope within the marketing community, as one of the largest global ad buying agencies, GroupM, has already reevaluated Twitter’s risk profile. Yaccarino’s industry expertise and strategic vision position her as a potential catalyst for turning Twitter’s fortunes around.

Twitter’s recent initiatives to build ad tech partnerships and enhance brand safety demonstrate the company’s commitment to reassuring advertisers and reviving its business. With Yaccarino at the helm, Twitter aims to strike a balance between content policies and advertiser needs, effectively charting a path forward in the ever-evolving digital landscape. As the platform renews its focus on brand safety and collaborates with key industry players, the hope is that advertisers will regain confidence in Twitter, leading to a resurgence in ad revenue and a revitalized advertising ecosystem on the platform.

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