At Cannes, Twitter hopes to assuage concerned advertisers.

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 One of Twitter's senior advertising executives said Tuesday that the firm aims to bring on additional ad tech partners to help it deliver brand-safe campaigns to advertisers.

At Cannes, Twitter hopes to assuage concerned advertisers.
At Cannes, Twitter hopes to assuage concerned advertisers.

Why it is significant: 

Under Elon Musk's ownership, the company, which just appointed NBCUniversal advertising veteran Linda Yaccarino as its new CEO, must develop new programmers and procedures to assist advertisers in navigating Twitter's ever-changing content restrictions.

"Yaccarino's job is to rescue Twitter's business," Axios' Ina Fried wrote last week, "but Musk shows no interest in moderating behavior and positions that have helped drive many of the platform's advertisers away."

Details:

 Twitter has launched a new "request for proposal" (RFP) method to collect submissions from businesses for new collaborations. Twitter's vice president of worldwide sales, Chris Riedy, tweeted on Tuesday.

As part of that process, the IT firm will explore new offerings from ad tech firms such as ZEFR, Integral Ad Science (IAS), Double Verify, and Unitary that allow advertisers more control over the sort of material their messages appear alongside.

Advertisers may presently construct lists of keywords or profiles to prohibit advertising from displaying nearby on Twitter. It also presently collaborates with ad tech partners like IAS and Double Verify to assist marketers in evaluating campaigns for brand safety after the point of purchase.

"[T]heir results have shown that over 99% of measures ad impressions appear adjacent to content deemed safe in accordance with the GARM brand safety form,"

Riedy tweeted. "Because of our work and these partnerships, more than 75% of 2022's Top 100 advertisers have returned to paid media on Twitter."

GARM is a cross-industry organisation formed to address brand safety concerns.

Reading between the lines:

 The revelation comes as top marketing executives gather in Cannes, France this week for an annual advertising and innovation festival. The event is frequently used by platforms such as Twitter to court advertising.

A Twitter executive confirmed to Axios that Yaccarino will not be attending Cannes this year on Twitter's behalf. She had previously attended Cannes while running NBCUniversal's large advertising department.
Twitter, on the other hand, has brought a modest delegation of advertising executives to the conference. To court marketers, the corporation used to hire out a whole beach and hold elaborate parties. Its Cannes presence has been significantly diminished under Musk's ownership.
The larger picture: While Yaccarino has a solid reputation on Madison Avenue, the task at hand is daunting.

According to the New York Times, Twitter's ad income in April was down 59% year on year, and estimates through July don't seem much better.

Yes, but: Some in the marketing industry believe Yaccarino can turn things around for Twitter.

Shortly after Yaccarino was named CEO in May, GroupM, one of the world's top ad purchasing agencies, informed customers that Twitter is no longer a "high risk" marketing platform.



#Cannes, #Twitter #advertisers #Yaccarino #GroupM  #Riedy #ElonMusk #Elon




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