With all of that having been said and now out of the way, it is important to note that Twitter has recently taken steps that are meant to strengthen advertiser safety, and it has decided to elaborate on these steps. The ad boycott that Facebook faced back in July has shaken up the industry because of the fact that this is the sort of thing that could potentially end up harming the image that brands are trying to maintain. Hence, Twitter has decided to partner with third party auditors so that all of the brand safety guidelines that need to followed are adhered to in the strictest way possible.
According to BI, Twitter has also committed to researching the end result that is obtained whenever a brand buys an ad on its platform. This basically involves looking into the manner in which various users end up seeing the ads that are being shown to them. This is really important because of the fact that the manner in which ads can be viewed tends to have a really huge impact on the kind of success that an ad might be able to have at any given point in time.
Suffice it to say that this is a move that is definitely going to end up really helping Twitter in a really big way, and it might allow the social media platform to take a bite out of the industry’s most dominant force Facebook. It will be interesting to see where this goes from here especially if Facebook is successful in its attempts to help brands feel safe.
This post was written by Zia Muhammad and was first posted to Digital Information World
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