Twitter is one of the largest social media platforms right now. A lot of brands are in its platform promoting their products or services. However, considering how huge the platform’s reach is, it can be an unsafe place for advertisers to promote themselves. For this reason, the social media giant is advancing its efforts to make its platform a safer place for advertisers.
According to the micro-blogging platform, it is continuing on its learning path. So, it is continuously expanding its efforts, particularly in terms of brand safety.
In December 2020, the company shared some priority areas for the platform 2021. That includes its plans to continue its partnership with industry leaders. It is also focusing on developing innovative solutions so that users will feel confident to be a part of a Twitter conversation.
Since then, the social media giant has already worked very hard to build out its third-party brand safety measurement solutions. Buying real Twitter Followers does this in partnership with Integral Ad Science and DoubleVerify. In addition, the micro-blogging platform is continuously taking the path towards MRC accreditation.
In addition, Twitter is also focusing on getting another global brand safety accreditation. It also aims to provide advertisers with more control regarding the conversations that they start on Twitter.
Twitter Receives a Brand Safety Certified Seal
Apart from its efforts, Twitter also announced that it has successfully attained the Trustworthy Accountability Group Brand Safety Certified Seal. This certification covers all the global operations of the platform.
The Trustworthy Accountability Group or simply TAG is a leading global certification program. It aims to fight criminal activity and increase people’s trust in the digital advertising industry. In addition, it also focuses on facilitating the sharing of threat intelligence and eliminating fraudulent traffic. The organization does this by connecting industry leaders, analyzing potential threats, and sharing the best practices worldwide.
Moreover, the TAG Brand Safety Certified program is also responsible for setting global brand safety standards that apply to digital advertising agreements. The standards also apply to the takedown practices for monetized content and the usage of inclusion and exclusion lists. Apart from that, the TAG global standards are also used for the documentation of particular policies and procedures that are used to minimize the risk of misplacement.
The standards set by TAG give an impact to direct buyers and sellers, as well as intermediaries. It provides advertisers and agencies the assurance that Twitter has been audited independently to make sure that it complies with the guidelines of TAG.
Moreover, the partnership that Twitter has with TAG supplements its ongoing work to get the MRC certification. It is also a reinforcement of the social media giant’s commitment to independent brand safety accreditation,
Twitter UK Was the First to Receive Brand Safety Accreditation in 2019
It was in 2019 when the social media giant received its very first brand safety accreditation. During that year, Twitter, specifically Twitter UK, has been certified through the DTSG Good Practice Principles of the JICWEBS. And in September 2020, JICWEBS merged with TAG intending to make a global certification for brand safety.
In addition, the company has been continuously and actively working with TAG over the months that have passed. This is to extend the TAG Brand Safety Certification of Twitter to cover the company’s global operation. It is worth noting that the social media giant is one of the first companies to receive TAG’s Brand Safety Certification. This is the reason why the company is working on expanding that certification globally.
According to TAG CEO Mike Zaneis, threats to brand safety can extend across oceans and borders in the global ad supply chain that exists now. Twitter will be able to help in leading the industry in terms of discussing complicated global challenges. He added that TAG is looking forward to working closely with the social media giant to raise the standards of brand safety across the industry.
Conversation Settings For Twitter Advertisers
Twitter is the home for the latest information across the world. It is also one of the most excellent places to start conversations with the individuals that are relevant to most brands. However, the company itself is aware that there are times when advertisers will need to have more control over the conversations that they are having with their customers. For this reason, the social media giant made it much easier for brands and businesses to make their conversations. Such is made possible by Twitter’s new feature for advertisers — the new conversation settings for ads.
Last August 2020, the company made new conversation settings that everyone on Twitter can access. This allowed users to gain more control over the conversations that they start. But now, the social media giant is making this feature available to all advertisers on the platform. Brands can access it whenever they compose tweets directly through the platform’s Ads API or the Tweet Composer. Through this update, advertisers will have the ability to apply conversation settings to Promoted-only tweets. They will also apply it to those that use the platform’s most popular ad formats apart from organic tweets.
Furthermore, the social media giant is committed to continuing the work on its ongoing efforts for brand safety. The company also said that it will continuously protect the product, lead with policy, and drive industry-wide change through the partnerships that it has right now. And considering how huge the platform’s reach is, it will indeed be a good thing for advertisers to have more control over conversations. With Twitter being certified TAG’s brand safety, there is no doubt that its platform will be a better place for advertisers.