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- Elon Musk said to the BBC in April, "almost all advertisers are back on Twitter."
- NYT reported that ad revenue between April 1 and the first week in May had fallen 59% compared to a year ago.
- Brands and agencies continue limiting spending on the platform due to misleading and hateful contents.
Elon Musk may claim that "almost every advertiser has returned to Twitter," but some people still do not want to have anything to do with his CEO.
The New York Times reported, citing four sources familiar with Twitter's current advertising situation, that certain brands who have returned to advertising are using Twitter adjacency control to keep their content free of increasingly disturbing content, including Musk's tweets.
Jason Kint of Digital Content Next told The Times that Twitter was "unpredictable" and "chaotic". He added that "Advertisers are looking for an environment in which they feel comfortable and where they can communicate about their brand."
Adjacency controls were announced in December 2022 just a few short months after Musk became CEO. They allow advertisers to block their ads from being displayed next to Tweets with keywords that they would like to avoid.
In a blog post from December, written by Nina Chen, Engineering Lead and AJ Brown as Head of Brand Safety.
Chen and Brown have both left the company. Insider's comment request was not immediately answered by either Chen or Brown.
Insider reported previously that Brown tried to counter the perception that Twitter was not safe for brands by writing a blog post later about the company’s partnerships with the adtech firms DoubleVerify, and IAS. These were meant to assist with brand safety.
Musk is one of the few individuals at Tesla who does not seem to care about brand safety.
He has sent out a variety of bizarre tweets ranging from antisemitic conspiracies to anti-transgender content, and even anti-vaccine misinformation.
Elon Musk (@elonmusk), June 5, 2023
Ted Deutch is the CEO of the American Jewish Committee. Citing Musk's tweets regarding financier George Soros Ted Deutch told The Times that "the lie Jews wanted to destroy civilization led to centuries of persecution of Jewish people."
He said, "Musk knows better."
Twitter's response to Insiders request for a comment was a poop-emoji.
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By: ckaye@businessinsider.com (Chris Kaye)
Title: Companies are using Twitter’s own tools to keep their ads away from Elon Musk’s tweets
Sourced From: www.businessinsider.com/twitter-adjacency-controls-keep-ads-away-from-musk-advertising-revenue-2023-6
Published Date: Tue, 06 Jun 2023 01:46:01 +0000
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