Tech

Twitter is set to introduce new controls for ad placements to lure back advertisers after Elon Musk takes over


Twitter will roll out new controls as soon as next week to allow companies to prevent their ads from appearing above or below tweets containing certain keywords, the social media platform said. notified advertisers in an email on Thursday.

New controls are part of by Twitter efforts to reassure and attract advertisers have pulled ads from the platform since it was bought by the billionaire in October Elon Muskamid reports by civil rights groups that hate speech has increased since the acquisition and after a number of banned or suspended accounts were reinstated.

Twitter makes almost 90% of its revenue from selling digital ads. More recently, Musk attributed the “severe drop in revenue” to civil rights organizations that pressured brands to pause their Twitter ads.

On a recent call with an advertising industry group, a Twitter representative said the platform is considering bringing in its content moderators, many of whom are contracted through vendors. third party, insider, according to a source familiar with the comment.

A Twitter representative said that bringing content moderators to Twitter would allow the platform to invest more in moderation for non-English languages, according to the source.

Emails sent to advertisers on Thursday, which were reviewed by Reuters, said an improved version of Twitter’s subscription service called Twitter Blue would begin rolling out on Friday.

Registration will allow accounts to receive a verified check mark. According to the email, personal accounts will have a blue check mark, while a yellow and gray check mark will indicate business and government accounts.

The subscription price will be $7 (about Rs 500) per month on the web and $11 (about Rs 800) per month on Apple devices, the email said.

Twitter, which has lost many members of its media team, did not immediately respond to a request for comment.

Twitter also told advertisers it had removed the ad from the profiles mentioned in a Washington Post article on Tuesday, which reported that the ad appeared on the Twitter accounts of the extremists. white ethnicity.

take a shotthe company that owns the photo messaging app Snapchathas halted advertising on Twitter while it investigates the matter, a spokesperson told Reuters.

The accounts were not part of the “amnesty reinstatement,” Twitter’s email said, referring to Musk’s tweet last month that Twitter would reinstate suspended accounts that didn’t break the law.

“We will not reinstate bad actors, spam accounts, and users who engage in criminal/illegal activity,” Twitter’s notice to advertisers said.

Twitter, which has lost many members of its media team, did not immediately respond to a request for comment.

© Thomson Reuters 2022


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