Elon Musk, Twitter’s new overlord, promised advertisers that he wouldn’t turn the social network into a “free-for-all hellscape.” But many big marketers didn’t believe…
since Musk took over the company in late October; Musk has disputed the accuracy of those studies.
“Twitter is committed to promoting a safe advertising experience for people and brands, and this commitment has never been stronger,” AJ Brown, Twitter’s head of brand safety, said in a statement. Brown, a six-year Twitter veteran, and was named head of brand safety in November 2022. According to research firm MediaRadar, the number of U.S. advertisers on Twitter stabilized in the fourth quarter of 2022 after a drop-off following the news of Musk’s takeover. In Q2, the social network had 3,740 U.S. advertisers, which fell to about 3,000 in Q3 — before rebounding to 3,700 in the fourth quarter, per the research company’s estimates.
IAS, for its part, similarly will provide Tweet-level analysis about content that appears adjacent to ads on Twitter’s feed. “IAS is excited to provide our customers with Tweet-level insights designed to deliver greater transparency into their Twitter campaigns and measurement aligned with industry standards for brand safety and suitability,” senior VP of product management Craig Ziegler said.
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