Twitter, ad verification company partner to give advertisers tweet-level analysis

    Twitter, ad verification company partner to give advertisers tweet-level analysis

    By: REUTERS
    | Updated on: Jan 26 2023, 07:39 IST
    In Pics: Your Twitter has been changed forever by Elon Musk
    Twitter
    1/7 Twitter top officials fired: As soon as Musk took over Twitter, he fired the top executives including CEO Parag Agrawal, CFO Ned Segal, legal affairs and policy chief Vijaya Gadde. That was the first decision taken by Musk at Twitter. On Friday, Twitter also laid off 50 percent of its employees and Musk defended the step by saying that this is being done in an effort to place Twitter on a profitable path. (AFP)
    Twitter
    2/7 Charges for Blue Tick: Twitter users who want a verified account will now have to pay charges for the same as Twitter will now charge $8 for Blue Tick. Musk supported the decision by posting a number of tweets regarding the same. He believes the subscription fee will give Twitter 'a revenue stream to reward content creators' while the company will not have to depend on advertisers. (REUTERS)
    Elon Musk
    3/7 Twitter Content Moderation Council: Twitter will set up a content moderation council with widely diverse viewpoints. The council will be accountable for all main content-related decisions. (AFP)
    Twitter
    4/7 Advertisers: General Motors, General Mills, Audi of America, Oreo maker Mondelez International, Pfizer Inc and Ford are some of the corporate companies who have distanced themselves from Twitter. Several advertisers have suspended ad spending on Twitter altogether. (REUTERS)
    Elon Musk
    5/7 Changes to Twitter's homepage: Musk requested that users who have logged out of Twitter and visit the homepage of Twitter's site to be redirected to the Explore page which shows trending tweets and news stories, according to a report by Verge. (REUTERS)
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    6/7 Vine: Musk put up a poll on Twitter asking people if he should bring back Vine. (AP)
    Twitter
    7/7 Removal of Days of Rest: Days of Rest has been removed from the calendars of the Twitter employees. It can be known that the Days of Rest refers to the monthly days off to let employees rest and recharge. (AP)
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    Twitter to offer tweet-level analysis of the content next to which an ad is posted to the advertisers. (AP)

    Twitter Inc and Integral Ad Science, a digital ad verification company, will team up to provide advertisers tweet-level analysis on content appearing next to their ads, the companies said on Wednesday.

    The partnership comes at a time when the social media platform is struggling with falling revenue, as advertisers slash their spending on the platform after billionaire Elon Musk made several changes following his takeover.

    "Marketers are looking for confidence to continue to invest in Twitter and eventually grow their investment in Twitter... and that is what this is all about," said Craig Ziegler, senior vice president, Product Management of Integral Ad Science.

    IAS will also give advertisers measurement for brand safety, an industry term to protect its online reputation and evaluate content that is next to an ad at the tweet level.

    Musk has been fighting to retain clients as many companies, including General Motors and United Airlines, had paused or pulled back from advertising on the platform.

    Many advertisers including Dyson, Mazda, Forbes and PBS Kids suspended their marketing campaigns or removed their ads from parts of Twitter because their promotions appeared alongside tweets soliciting child pornography.

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    First Published Date: 26 Jan, 07:38 IST
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