Twitter Intends To Increase Transparency For Advertisers
New revisions to Twitter's advertising guidelines provide greater information on brand exposure and transparency. The tech platform is attempting to make ads more relevant in an effort to enhance the advertising experience.
It aims to prevent conflicts between the message and values of a brand and the setting in which advertisements are displayed. Due to this disclosure, Twitter updated its agreement with 3rd-Party Brand Safety Measurements and disclosed Adjacency Controls for advertisers.
The adjacency control feature enables advertisers to apply pre-bid rules to stop their ads from showing up next to Tweets that contain terms they want to stay away from in Home Timelines. These controls will initially be available for tweets that are adjacent in English; they will afterwards be made available in other languages. The major goal of this policy modification is to assist brands in avoiding having their advertising display next to objectionable content.
Twitter is also strengthening its alliances with premier brand safety partners DoubleVerify and Integral Ad Science. The two partners will start providing their post-bid brand safety reporting for Tweets in the first quarter of 2023. Advertisers will have access to transparent reporting on the environment in which their ads were served.
Following Elon Musk's takeover, Twitter is continuing its attempts to foster positive relationships with the advertisers who have now returned to the site. Amidst incentives being offered to them, major brands like Apple, Amazon, Chevrolet, Chipotle, Ford, Jeep, Volkswagen, General Motors, and General Mills have resumed their advertising.
