Twitter is making a series of moves in the area of brand safety, the area frustrates advertisers the most about social platforms.
The company is following in the footsteps of YouTube and Facebook by committing to audits by the Media Rating Council to assess its brand safety controls and measurement metrics. An MRC accreditation is seen as a key industry stamp of approval that indicates a platform or publishers’ internal systems are working effectively and without bias. Twitter said it also plans to announce a number of new third-party brand safety partnerships in the coming weeks.
Like other social platforms, Twitter has to balance letting users freely publish content with the needs of advertisers who don’t want their ads to appear near trolling, misinformation, pornographic or otherwise harmful material.
“We want every brand to feel confident advertising on Twitter,” said Sarah Personette, Twitter VP of global client solutions, in an interview. “Brand safety is a critical component to that. “Tackling brand safety is time-consuming for social media companies, considering Twitter is kicking o a process to get its brand safety controls and measurement metrics independently audited by the Media Rating Council. The company is also set to announce partnerships with third-party brand safety software rms and conducting research into how consumers view ads when they appear next to unsavory content. After the Facebook ad boycott in July, advertisers continue to push tech platforms for more controls to help steer their ads away from harmful content. Platforms also make most of their revenue from news feeds, and advertisers continue to press tech platforms for more brand safety controls.
“Adjacency on social has always been of concern to our clients. It is unfair that social platforms get a free pass on adjacency, but news and other publishers do not,” said Joshua Lowcock, chief digital and global brand safety officer at media buying agency UM. “We need to resolve whether adjacency is an issue and then treat all platforms and publishers equally.”
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