Newly appointed Twitter CEO Linda Yaccarino is reportedly preparing new safety features for the social media platform to address content concerns regarding advertisers on the platform.
According to the New York Post’s “On the Money,” Yaccarino’s new features will grant advertisers advanced controls to decide what kinds of content their ads appear next to.
The new features will reportedly allow advertisers to sift through an inventory of content to select content they find suitable for advertisement. None of the new features being introduced were in production prior to Yaccarino’s appointment to Twitter, according to the source.
“CMO’s are sick of the hate speech and are frankly getting sick of Elon,” the source said. “Tweets like Elon’s post about his d–k do not inspire confidence that there is anyone other than a frat-boy at the helm.”
“It’s like he is just taunting advertisers,” the source added.
— New York Post (@nypost) July 20, 2023
Yaccarino is reportedly presenting the aforementioned features to advertising holding companies including WPP, Omnicom, Publicis Groupe, Interpublic, and Dentsu, per the New York Post.
“Twitter has two things going for it – Linda and ads that get a pretty decent ROI,” another source added.
“More than 99% of content users and advertisers see on Twitter is healthy,” Yaccarino wrote Wednesday, noting only a “small amount” required moderation. “But no matter the amount, we will keep doing whatever it takes to make this platform as safe and healthy as possible.”
A Bloomberg article today claims that harmful content viewed on Twitter is on the rise, but that’s not true. Here’s what is true – more than 99% of content users and advertisers see on Twitter is healthy.
Which means only a small amount of content requires enforcement. But no… https://t.co/bHO2nweJEQ
— Linda Yaccarino (@lindayacc) July 19, 2023
“Over the past 8 months, we’ve made progress on reducing the spread of hate speech, proactively preventing child exploitation, and giving brands more control over where their ads appear – from adjacency controls to third-party verification,” she continued. “Each step of the way, Twitter has been more transparent about this work than other platforms, and groups outside of Twitter have validated our impact.”
Yaccarino detailed Twitter’s expansion of their “Freedom of Speech Not Reach” policy, adding the platform has seen “exceptional results.”
In the next two weeks, we’re further expanding our ad placement controls to better support the tremendous growth of video consumption on the platform. We’re actively building pre-bid inventory filtering that will allow even more control over content adjacencies. Every other platform will tell you the work is never done. That’s true for them and for Twitter.
“Twitter’s progress is real, we’ve been transparent about it, and we’re proud of it,” she concluded. “And we just wanted you to know the facts.”