Since Elon Musk took control of Twitter (now X), a seemingly endless string of policy changes has led to chaos on the platform and a tsunami of uncertainty within the advertising community. Not a day goes by without some curious news about Twitter's current state of play.
That said, Twitter still represents a social media platform with out-sized, global influence and a landscape for critically important points of view. It has also been a commendable and reliable partner in the fight for brand safety over the last several years — trying to tackle hate speech, reducing misinformation and prioritizing fact-based information, addressing inclusion and algorithmic bias, and refusing political advertising. As this new course for Twitter unfolds, agencies, brands, and publishers will need help to guide their activity on the platform.
Leading marketers who have prioritized brand safety and suitability now have dedicated practices and procedures for evaluating their partners, as new situations arise and evolve. Here are 5 things that you can do to determine if and when investing with a particular partner or platform is right for your brand:
AJ Brown, former Head of Brand Safety and Ad Quality at Twitter, talks to Louis Jones about the Brand Safety Officer (BSO) and its growing role in the digital-advertising ecosystem, ad adjacency, the use and evolution of frameworks, and reacting to brand safety challenges. Watch the video »