Twitter Renews Focus on Brand Safety Measures in New Briefing

Any social media platform that wants to continue to be profitable into the future is going to have to try and think of ways in which it can make it so that as many kinds of brands feel safe buying ads on their platform as possible. Most social media platforms have been struggling in this regard, with Twitter in particular often finding it difficult to figure out the best way to ensure that brands don’t have to worry about their image or any other concerns when they are thinking about purchasing ads.

With all of that having been said and now out of the way, it is important to note that Twitter has recently taken steps that are meant to strengthen advertiser safety, and it has decided to elaborate on these steps. The ad boycott that Facebook faced back in July has shaken up the industry because of the fact that this is the sort of thing that could potentially end up harming the image that brands are trying to maintain. Hence, Twitter has decided to partner with third party auditors so that all of the brand safety guidelines that need to followed are adhered to in the strictest way possible.

According to BI, Twitter has also committed to researching the end result that is obtained whenever a brand buys an ad on its platform. This basically involves looking into the manner in which various users end up seeing the ads that are being shown to them. This is really important because of the fact that the manner in which ads can be viewed tends to have a really huge impact on the kind of success that an ad might be able to have at any given point in time.

Suffice it to say that this is a move that is definitely going to end up really helping Twitter in a really big way, and it might allow the social media platform to take a bite out of the industry’s most dominant force Facebook. It will be interesting to see where this goes from here especially if Facebook is successful in its attempts to help brands feel safe.

Photo: Justin Sullivan via Getty Images
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