The first company to stop running advertisements on Twitter, now X which Elon Musk acquired, was Mondelez International, the company that makes the well-known Oreo cookies. Since then, X has been working nonstop for 9 months to provide an environment that is focused on creativity, exciting, and beneficial for advertisers. Thus, Mondelez made the decision to come back to the platform in May. The text-based platform strives to strike a balance between the right to free speech and platform security in order to entice brands to participate voluntarily in the debate.
The social media platform is extending its industry-leading collaborations and capabilities of Adjacency Controls to help all marketers achieve their unique sustainability needs in a more ascended and automated means. These new capabilities will work together to unlock an expanded level of adjacency protection for advertisers on X.
X has modified its brand safety features in response to worries about dwindling ad revenue. The platform is extending its current partnership with Integral Ad Science (IAS), an ad verification business, to provide US advertisers with “premium, vetted inventory.” Brands may now optimize their ads on X, and it wants to expand these solutions internationally. The platform is confident that these solutions will give marketers the assurance that their advertisements will run alongside relevant content and adhere to GARM standards.
Jon Halvorson, SVP of consumer experiences at Mondelez International, said in a statement,
X has made tremendous progress in building brand safety tools that empower advertisers to leverage the power of their platform while curating the context in which the ads appear. Adding pre-bid meets a critical commitment made by their leadership and we are eager to implement this new feature going forward.
WHY MONDELEZ PULLED OUT FROM TWITTER?
Mondelez International, the parent company for Cadbury and Milka chocolates had pulled out its ads from Twitter last year, just after Elon Musk had acquired. Reuters had reported that CEO Dirk Van de Put had said, “What we’ve seen recently since the change on Twitter has been announced, is the amount of hate speech increase significantly. We felt there is a risk our advertising would appear next to the wrong messages.”
The CEO made his comment as the acquisition phase was in a state of upheaval, with large layoffs and advertisers cutting back on spending prompting questions about content moderation. Apart from Mondelez, other businesses that have also removed their advertisements from the site included Audi, Pfizer, General Mills, and United Airlines.
X’s BRAND SAFETY UPDATES
For a long time, advertisers had expressed worries about brand safety and content management on X. X created a pre-bid adjacency for marketers to overcome these problems. Since then, more than 1,900 international advertisers have tried the technology, which has a 99% efficacy rate for avoiding the proximity of dangerous information. Coca-Cola, Visa, Marriott, Mondelez, Taco Bell, Expedia, Amazon, and Applebee are a few of these brands.
Sensitivity Setting, a system that enables advertisers to coordinate their brand messaging with content was also introduced, according to X. The goal will be to bridge the delicate balance between accessibility and relevance and satisfy the brand’s sensitivity needs. Currently, the tool has two settings levels: Standard and Conservative. While the latter is for brands with rigorous sensitive limits, the former is for brands with a moderate sensitive threshold.
For any campaign, Sensitivity Settings will use machine learning to modify the adjacency to various degrees of material in accordance with a brand’s sensitivity level. Brands are free to choose the setting they feel would best serve their unique campaign objectives. The automatic industry-standard blocklist that X is developing attempts to shield advertising from showing up next to dangerous phrases in the Home Timeline.
The platform has made significant strides in terms of brand safety and appropriateness because of X’s ongoing efforts to develop novel solutions. It pledges to give advertisers more power and accountability. It also claims to continuously construct new marketing capabilities. Its commitment to brand safety underlines the company’s dedication to fostering a responsible and secure advertising ecosystem, setting a positive precedent for industry standards.