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Twitter Is Rolling Out Adjacency Controls

At Twitter, these days it seems like things change as fast as the bird beats its wings!

As many are already aware, the Chief of Twitter, Elon Musk, might be stepping down sooner than expected. Since he’s been running the show, things at Twitter have been on a spiral.

Some consider it an upward spiral, being in favour of reinstating formerly blocked users and promoting free speech.

However, others see Musk’s reign as more of a downward spiral into misinformation, hateful comments, and a dumpster fire of conspiracy theories. One thing that has been particularly an issue since Musk started at Twitter was the assurance of brand safety.

Social Media Today reports that during a corporate Twitter meeting, a significant issue “between Twitter execs and ad industry folk was brand safety, and how Twitter will be able to ensure that their ads are not displayed alongside offensive content.”

Luckily, Twitter has been able to come up with some new options to ease concerns amongst ad partners.

Introducing Adjacency Controls

To solve the problem of offensive content being shown beside ads, Twitter is rolling out Adjacency Controls.

This new feature is supposed to give advertisers more control over where their ads are being displayed on Twitter. It’s intended to make sure that ads aren’t popping up beside something offensive or explicit. More specifically, that means advertisers can control which tweets are visible beside their ads and which aren’t.

Here’s what Twitter says about the adjacency controls in a blog post:

“To start, these controls will apply to adjacent Tweets in English only, and we’ll roll out to other languages shortly. Empowering brands to customize their campaigns to prevent their ads from appearing adjacent to unsuitable content is an important step towards increased ad relevance on Twitter.”

Partnering with DoubleVerify & Integral Ad Science

To step up their game even more, Twitter will be partnering with DoubleVerify and Integral Ad Science. Social Media Today reports a statement from Twitter on the matter.

“In early Q1 2023, DoubleVerify and Integral Ad Science will offer their post-bid brand safety reporting for Tweets in our Home Timeline at scale to our advertising partners. This reporting will give advertisers transparency on the context in which their ads served, according to the GARM Brand Safety & Suitability Framework.”

For the time being, this feature and the partnerships are still coming together. But due to all the previously banned account that have been reinstated, brand safety risk is at an all time high.