Brand Safety is one major concern among social media platforms. In the past few months, several updates were made to enhance them. Facebook expanded its brand safety controls by adding “public allow list” and “topic exclusion.” Instagram increased the security of 3rd party access. YouTube added offensive comment warnings and tested message filters. Twitter has also been working out things to keep its community connected safely. The most recent of which is Twitter advancing its brand safety partnerships.
First, Twitter has added several features to promote safety within the platform. It added offensive comment warnings and retweet prompts. It also updated its transparency center. Then, Twitter realized that it doesn’t have a dynamic and real-time brand safety control among ads yet. Today, Twitter announces advancing its brand safety through partnerships with Double Verify (DV) and Integral Ad Science (IAS). They will serve as 3rd party measurement vendors who will build solutions to help advertisers understand their type of content more. These vendors will monitor in-feed environments. DV will leverage UGCs, while IAS will formulate more critical measurements on dynamic ads. In line with the brand partnership advances, Twitter will be seeking the Media Rating Council (MRC) accreditation, which Facebook has already undergone last 17 July 2020.
Twitter advances its brand safety partnerships on 14 December 2020.
Implications for Marketers:
As Twitter advances its brand safety partnership, marketers should expect major feature updates and policy changes. It may be challenging at first, but it will ensure more brand-safe options for Twitter campaigns. Brand Safety tools have been a new norm, and social media platforms invest in such partnerships to maximize appeal and revenue.