Business Standard

Twitter's current travails with advertisers bring focus on brand safety

Focused approach to media targeting, using third-party verification tools among measures advertisers are adopting

Twitter
Premium

Illustration: Binay Sinha

Viveat Susan Pinto Mumbai
Twitter’s current travails with advertisers, with many of them hitting the pause button on advertising, has brought into focus the issue of brand safety. A recent study by Gurugram-based mFilterit, a company that works with advertisers on improving brand safety, says that at least 20-25 per cent of the digital advertising budget of a company is wasted because ads are sitting in brand-unsuitable environments.

Twitter, for instance, has had to deal with multiple advertiser calls for safety in the past, too.

A month ago, global advertisers such as Coca-Cola, Walt Disney and Mazda had to temporarily suspend advertising on Twitter

What you get on BS Premium?

  • Unlock 30+ premium stories daily hand-picked by our editors, across devices on browser and app.
  • Pick your 5 favourite companies, get a daily email with all news updates on them.
  • Full access to our intuitive epaper - clip, save, share articles from any device; newspaper archives from 2006.
  • Preferential invites to Business Standard events.
  • Curated newsletters on markets, personal finance, policy & politics, start-ups, technology, and more.
VIEW ALL FAQs

Need More Information - write to us at assist@bsmail.in