Because Twitter relies on advertising revenue to stay afloat, it’s no surprise that one of the primary concerns raised in a recent meeting between Twitter executives and ad industry representatives was brand safety, and how Twitter will ensure that their ads are not displayed alongside offensive content.
As a result, Twitter has added some additional tools to reassure ad partners.
To begin, Twitter is introducing new Adjacency Controls, which will allow marketers to keep their advertising from appearing alongside Tweets containing terms they desire 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.”
‘Ad relevancy,’ indeed. This is why advertisers want it.
Ad placement controls will be available in relevance-ranked Home Timelines,’ which will encompass the bulk of Twitter activity. That will provide further assurance to marketers that do not want their promotions to appear alongside, say, hate-based discourse and conspiracy theories.
Twitter will also strengthen its relationships with brand safety partners DoubleVerify and Integral Ad Science.
