The recent rebranding of Twitter by Elon Musk, now known as X, is a bold move that aims to win back advertisers who have left the platform in recent months. In an effort to enhance safety for brands and combat the spread of hate speech and offensive content, X has entered into a one-year partnership with Integral Ad Science (IAS). This collaboration will provide ad-verification technology, specifically pre-bid tools, to ensure that ads are not displayed near controversial content before they are auctioned off.
Concerns about the prevalence of hate speech and offensive content on Twitter have been raised by nonprofit groups and third-party researchers since Musk took over. In response, X and Musk have denied these allegations and even sued the nonprofit Center for Countering Digital Hate after they accused Twitter of not taking action against subscribers who post offensive and racist content. The partnership with IAS is a proactive step towards addressing these concerns and creating a brand-safe environment for advertisers.
While Twitter has been utilizing IAS’ technology for years, the introduction of pre-bid technology on X is a new development. This technology will be available on a trial or beta basis in the latter half of this year and will be more widely accessible by the end of the year. Pre-bid brand safety tools utilize machine learning to determine optimal ad placement that aligns with a company’s preferences and concerns. However, it is important to note that this technology is not foolproof and may result in missed ad opportunities.
Proven Success with Other Platforms
IAS’ brand safety technology is not exclusive to X; it is also used by other platforms such as TikTok and Google’s YouTube. However, X has made the exclusive decision to use IAS for the duration of the one-year contract. This demonstrates X’s commitment to prioritizing brand safety and providing advertisers with the necessary tools to ensure their ads are displayed in appropriate environments.
Sensitivity Settings and Automated Blocklists
In addition to the partnership with IAS, X has also announced the testing of “sensitivity settings” to better align ad distribution with a company’s tolerance for controversial and racy content. This feature will allow advertisers to have more control over where their ads are placed and the types of content they are associated with. Furthermore, Twitter has implemented an “automated industry-standard blocklist” to prevent ads from appearing near unsafe keywords on the platform’s timeline.
It is no secret that X has faced financial challenges, with negative cash flow and a significant drop in advertising revenue coupled with heavy debt. However, the rebranding, accompanied by partnerships with ad-tech companies like IAS, shows that X is committed to turning the tide and regaining the trust and investment of advertisers.
X CEO Linda Yaccarino will be speaking with Sara Eisen on CNBC’s “Squawk on the Street” on Thursday at 10 a.m. ET, providing further insights into the company’s new direction and strategies for advertisers.
The rebranding of Twitter as X, along with the partnership with IAS and the introduction of pre-bid brand safety tools, reveals a new era for the platform. With a renewed focus on addressing safety concerns, providing advertisers with greater control, and implementing industry-standard practices, X is positioning itself as a platform that is committed to meeting the needs of brands and ensuring a brand-safe environment. Advertisers can look forward to a fresh start on X and the potential for greater success and impact in the digital advertising landscape.
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