Twitter CEO Linda Yaccarino is on the verge of unveiling innovative safety features to address advertisers’ concerns regarding hate speech. Despite her efforts, her boss Elon Musk’s actions have made the situation challenging. Sources reveal that these new features have been Yaccarino’s primary focus since her unexpected transition from NBCUniversal to Twitter. The advanced controls, known as “adjacency controls,” will enhance Twitter’s Brand Safety and Suitability Capabilities. Advertisers will have the ability to sift through content and choose what aligns with their preferences. These controls were nonexistent before Yaccarino took charge, as Twitter hopes they will be more effective than relying solely on human intervention. However, some advertisers are still unsettled due to Musk’s recent unpredictable tweeting habits. Musk’s $44 billion acquisition of Twitter in October has not helped inspire confidence either. One top marketer cited a tweet where Musk engaged in inappropriate banter with Meta CEO Mark Zuckerberg, stating that such behavior does not instill faith in having a mature leader at the helm. Interestingly, this news regarding the safety tools arrives shortly after Musk acknowledged a 50% decline in the company’s advertising revenue. Unsurprisingly, advertisers interpret Musk’s actions as taunting. Yaccarino plans to present these new tools to advertising holding companies such as WPP, Omnicom, Publicis Groupe, Interpublic, and Dentsu. These companies serve as industry gatekeepers, advising corporations on marketing strategies and budget allocation. Discussions between the ad agencies’ executives and Twitter’s management have revolved around the desired changes necessary to regain advertising investments. Yaccarino’s efforts with these new tools aim to address these concerns. Since Musk’s acquisition of Twitter, 80% of the employees, including those responsible for monitoring hate speech, were dismissed. Notably, the head of trust and safety, Ella Irwin, left the company last month. Twitter now hopes to employ new digital tools for content moderation. While Yaccarino’s main role is to rebuild relationships with advertisers, she has also explored revenue streams such as implementing commerce in videos and attracting more creators to the platform. Although Musk has supported Yaccarino’s endeavors, some industry insiders believe he contributes to the problem. “Twitter has two advantages – Linda and ads that generate a reasonable ROI,” remarked a source.
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