Twitter Report, Marketing and Advertising News, AND BrandEquity

Twitter’s Brand Safety Report

Twitter has invested in a suite of solutions aimed at ensuring a safe advertising experience for everyone who uses the platform. Its approach to brand security falls within three areas of intervention: policies, products and partnerships.

Policies that lead

Twitter Transparency Center – Transparency is fundamental to the work done on Twitter. It shines a light on its own practices, including Twitter’s rule enforcement and ongoing work to disrupt state-backed global information operations, through ongoing improvements and updates to the Transparency Center .

Content prohibited for minors – Following growing concerns about the impact of certain types of ads on physical, mental and body image health, especially for minors, the platform updated its global advertising policies in August 2021 to include restrictions on weight loss content, including prohibiting the targeting of minors.

COVID-19 vaccine misleading information labels – In March 2021, Twitter announced that it would be applying labels to Tweets that may contain misleading information about COVID-19 vaccines, in addition to its continued efforts to remove the most harmful COVID-19 misleading information from the service.

Products that protect

Harmful and offensive response prompts – For people on Twitter with English language settings enabled, it introduced prompts in May 2021 that encourage people to pause and reconsider a potentially harmful or offensive response before hitting send.

In an effort to make Twitter a better place, when the platform detects responses to potentially harmful or offensive Tweets, it invites people and asks them to review their responses before they tweet.

This change comes after several tests, which has allowed people to send fewer potentially offensive responses across the service and improve their behavior on Twitter. Since the introduction, 34% of people have revised their initial response or decided not to send the Tweet at all after seeing the prompt.

Conversation settings – In August 2020, Twitter made new conversation settings accessible to everyone, allowing people to have more control over the conversations they start.

These conversation settings allow everyone to choose who can reply to their Tweets with three options: (i) everyone (Twitter standard and the default), (ii) only the people they follow or (ii) only the people they mention. As of March 2021, more than 11 million people had applied chat settings to 70 million conversations.

As of March 2021, the platform made these capabilities available to its advertisers when they compose Tweets directly through Tweet Composer or through the Ads API. This update extends the ability to apply conversation settings to Sponsored Tweets only and those that use the most popular ad formats, in addition to Organic Tweets.

Bird watching – Twitter launched Birdwatch in January 2021, a community-based approach to disinformation, allowing people to identify information in Tweets they deem misleading and write notes that provide informative context. This approach has the potential to react quickly when misleading information spreads, adding context that people trust and find valuable.

Prompt for articles – In September 2020, it launched a new feature to entice people to read news articles before amplifying them. This resulted in people opening articles 40% more often after seeing the prompt and a 33% increase in people opening articles before retweeting.

Partnerships that drive industry-wide change

Media Review Council (MRC) – Twitter signed an agreement with the Media Ratings Council (MRC) in July 2021 for their pre-assessment of brand safety. This represents an important step in the progression of its commitment to obtain the four accreditations of the MRC in terms of visibility, sophisticated filtering of invalid traffic, audience measurement and brand safety.

Trusted Accountability Group (TAG) – In March 2021, Twitter obtained the Brand Security Certification Seal from the Trustworthy Accountability Group (TAG), which covers Twitter’s global operations and was obtained through an independent audit.

OpenSlate – The platform has engaged OpenSlate to provide third-party verification of the security and adequacy of the content of the Twitter Amplify offering. The study found that of the more than 455,000 monetized videos analyzed, 100% exceeded the security level of the GARM brand, the industry standard.

They also found that 99.9% of the videos analyzed were considered low risk, based on OpenSlate’s proprietary video content categorization and the GARM Brand Suitability Framework.

DoubleVerify and Integral Ad Science – Twitter has selected DoubleVerify and Integral Ad Science as preferred partners to provide independent reports on the context in which ads appear on Twitter.

This is an opportunity to create solutions that will allow advertisers to better understand the types of content that appear alongside their ads, helping them make informed decisions to achieve their marketing goals.

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