Advertising on Twitter is ‘high risk’, says ad giant GroupM

  • GroupM, an advertising giant, has called Twitter a “high risk” for advertisers since the Elon Musk takeover.
  • He cited resignations among key staff the day after trust and security chief Yoel Roth left.
  • Advertisers are also concerned about copycats claiming to be big companies after verification changes.

Advertising giant GroupM has named Twitter “high risk” and is warning customers against buying promotions on the site, Digiday first reported.

GroupM – which is the world’s leading media ad buying company – works with a range of big companies including Google, Coca-Cola and Unilever. It is the third such company to suggest that its clients spend their advertising dollars elsewhere.

Internal discussions, seen by Digiday and Platformer, blame some of Elon Musk’s controversial changes for the move.

In internal Slack messaging, Twitter’s head of agency partnerships said GroupM had updated its guidelines “in light of recent senior leadership departures in key operational areas (particularly safety, trust, and security). safety, compliance)”.

Yoel Roth, head of trust and safety at Twitter, quit his job on Thursday after Musk’s first meeting with staff. He had previously tried to allay concerns about misinformation after the takeover.

GroupM raised its risk rating the day after its resignation. A document sent to its customers also cited Twitter’s “potential failure” to comply with the FTC, and “high-profile examples of blue check abuse on corporate accounts.”

Any account could be verified by buying Twitter Blue for $8 a month, sparking a wave of copycats before Musk’s brainchild was discontinued.

Two users impersonated pharmaceutical company Eli Lilly, with one tweeting “Insulin is free now” before being suspended. McDonald’s, Nintendo and defense firm Lockheed Martin were also among the companies that posed as fake verified accounts.

Twitter tried to fix this with an “official” secondary tag, but it was reversed twice and many real businesses didn’t receive the tag, adding to the confusion.

GroupM also warned of an increase in hate speech on Twitter. A research group said the use of the N-word increased by 500% after Musk’s takeover. It was Yoel Roth who explained that it was a small group of users repeatedly posting the insult and allaying some concerns – further suggesting that his resignation was a turning point for advertisers.

Platformer released a full list of issues that GroupM says must be addressed before Twitter’s risk rating can be downgraded, including lower levels of “NSFW/toxic talk” on the platform and checks and balances. stronger internals.

Twitter and GroupM did not immediately respond to a request for comment, sent outside of normal working hours.

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