Harun Ozalp | Anadolu Agency | Getty Images
The company formerly known as Twitter is taking steps to regain the trust of advertisers who have left the platform since Elon Musk acquired it. They are doing this through a new ad-tech partnership and improved safety tools for brands.
Under its new name, X, the company announced a one-year deal with Integral Ad Science (IAS), a provider of ad-verification technology. As part of the partnership, IAS will offer its pre-bid tools to ensure that ads do not appear near controversial content before being placed in auctions.
Lisa Utzschneider, CEO of IAS, explained that they classify content on behalf of marketers to ensure a brand-safe and suitable environment for advertisers. This move comes in response to reports of hate speech and offensive content on the platform since Musk’s takeover. Musk and X have denied these allegations and recently sued the nonprofit Center for Countering Digital Hate over claims that Twitter failed to take action against subscribers posting offensive and racist content.
While IAS technology has been used by Twitter for years, the introduction of pre-bid technology will be available on X during a trial period later this year and will be widely accessible before the end of the year. These brand safety tools use machine learning to determine suitable ad placements, although there may be occasional missed opportunities.
IAS also provides similar brand safety technology to platforms like TikTok and Google’s YouTube, but X will exclusively use IAS for the duration of the one-year contract.
In addition to the partnership, X announced plans to test “sensitivity settings” that allow companies to distribute their ads according to their tolerance for controversial and racy content. Twitter has developed an automated blocklist to prevent ads from showing up near unsafe keywords on users’ timelines.
Musk previously mentioned that advertising revenue at X had declined by nearly 50%, leading to negative cash flow and increased debt for the company.
Stay tuned for an upcoming interview with X CEO Linda Yaccarino on CNBC’s “Squawk on the Street” where she will discuss these recent developments.
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