Linda Yaccarino will mute hate speech on Twitter to win back advertisers
Twitter CEO Linda Yaccarino is set to introduce new safety features in the coming weeks to address concerns from advertisers regarding hate speech on the platform. These features, which Yaccarino has focused on since her recent transition from NBCUniversal to Twitter, will empower advertisers with advanced controls to determine the type of content their ads are displayed alongside. The controls, also known as “adjacency controls,” will enhance Twitter’s Brand Safety and Suitability Capabilities and allow advertisers to carefully choose the most suitable content for their ads. Sources have revealed that these controls were nonexistent before Yaccarino’s arrival, and Twitter hopes they will prove more effective than human intervention.
Despite the forthcoming safety tools, some advertisers remain unsettled due to the unpredictable tweeting habits of Elon Musk, the CEO who purchased Twitter for $44 billion in October. Musk’s recent tweet, in which he suggested a “d–k measuring contest” with Meta CEO Mark Zuckerberg, drew criticism from a top marketer who expressed frustration over hate speech and lack of confidence in Musk’s leadership. Furthermore, Musk himself disclosed a 50% decline in the company’s advertising revenue, which has added to advertiser concerns. The source remarked that Musk seems to be intentionally provoking advertisers.
In an effort to mend ties with advertisers and regain their ad investment, Yaccarino is reportedly presenting the new safety tools to prominent advertising holding companies like WPP, Omnicom, Publicis Groupe, Interpublic, and Dentsu. These companies play a pivotal role in advising corporations on marketing strategies and where to allocate their advertising budget. Yaccarino aims to address the industry’s concerns with the latest tools.
Since Musk’s acquisition of Twitter, he has laid off 80% of the company’s workforce, including individuals dedicated to monitoring hate speech. Head of trust and safety Ella Irwin departed from Twitter last month. The company now hopes to rely on digital tools to shoulder the workload of content moderation. While Yaccarino’s primary focus is rebuilding relationships with advertisers, she has also explored different revenue streams, such as incorporating commerce into videos and attracting more creators to the platform. Although Musk has supported and endorsed Yaccarino’s efforts, some in the advertising industry consider him to be part of the problem. One source stated that Twitter’s strengths lie in Yaccarino’s presence and ads that provide favorable return on investment.
**FAQs:**
**1. What are the upcoming safety features that Twitter CEO Linda Yaccarino plans to introduce?**
Twitter CEO Linda Yaccarino is preparing to unveil new safety features that will allow advertisers to have more control over the type of content their ads are displayed alongside. These features, dubbed “adjacency controls,” will strengthen Twitter’s Brand Safety and Suitability Capabilities, enabling advertisers to select the most suitable content for their ads.
**2. How are advertisers reacting to Elon Musk’s tweeting habits?**
Some advertisers are expressing concerns about Elon Musk’s unpredictable tweeting habits. One recent tweet, in which Musk engaged in a controversial discussion with Meta CEO Mark Zuckerberg, drew criticism from a top marketer. Advertisers are questioning Musk’s leadership and its potential impact on the platform.
**3. How has Twitter’s advertising revenue been affected recently?**
Elon Musk revealed that Twitter’s advertising revenue has declined by 50%. This announcement has added to advertiser concerns and raised questions about the future profitability of advertising on the platform.
**4. How is Twitter addressing the concerns of advertising holding companies?**
Twitter CEO Linda Yaccarino is reaching out to advertising holding companies, including WPP, Omnicom, Publicis Groupe, Interpublic, and Dentsu, to present the new safety tools. Yaccarino aims to understand the changes these companies would like to see on the platform in order to regain their advertising investment.
**5. How has Elon Musk’s leadership affected Twitter’s content moderation efforts?**
Since Musk’s acquisition of Twitter, the company has laid off 80% of its workforce, including employees responsible for monitoring hate speech. Twitter now plans to rely on new digital tools for content moderation, hoping they will be able to replace the human workforce.
Linda Yaccarino Aims to Eliminate Hate Speech on Twitter as Part of Efforts to Regain Advertiser Trust
Twitter CEO Linda Yaccarino is set to introduce new safety features in the coming weeks to address advertisers’ concerns regarding hate speech, according to sources familiar with the matter. Yaccarino, who recently made the surprising move to Twitter from NBCUniversal, has made these new features her primary focus. The advanced controls will allow advertisers to choose the types of content their ads are placed next to, thus enhancing Twitter’s Brand Safety and Suitability Capabilities. Moreover, advertisers will have the ability to select the most appropriate content from an inventory. These controls were non-existent prior to Yaccarino’s arrival, and Twitter hopes they will be more effective than human intervention.
However, some advertisers remain unsettled due to Elon Musk’s unpredictable tweets, as he has failed to restrain his controversial online behavior. Recently, Musk tweeted about engaging in a “d–k measuring contest” with Meta CEO Mark Zuckerberg, which generated further concern among marketers. One source commented, “CMO’s are tired of hate speech and are frankly fed up with Elon. Tweets like Elon’s post about his d–k do not inspire confidence that there is anyone other than a frat-boy at the helm.” Additionally, Musk acknowledged a 50% drop in Twitter’s advertising revenue.
In an effort to address these issues, Yaccarino is presenting the new safety tools to advertising holding companies such as WPP, Omnicom, Publicis Groupe, Interpublic, and Dentsu. These ad agencies are considered pivotal in the industry, as they advise corporations on marketing strategies and where to allocate ad budgets. Twitter’s management has been engaging in discussions with executives from these companies to understand their desired changes on the platform in order to regain their advertising investments. Yaccarino’s latest tools aim to address these concerns.
Following Musk’s acquisition of Twitter, he terminated 80% of the employees, many of whom were responsible for monitoring hate speech. Furthermore, Twitter’s head of trust and safety, Ella Irwin, left the company last month. Consequently, Twitter hopes that leveraging new digital tools will allow for more efficient content moderation. While Yaccarino was primarily brought on board to rebuild relationships with advertisers, she has also explored alternative revenue streams, such as incorporating commerce into videos and attracting more creators to the platform.
While some sources believe that Musk has encouraged and supported Yaccarino’s efforts, others in the advertising industry perceive him as a contributing factor to the existing problems. “Twitter has two things going for it – Linda and ads that generate a decent ROI,” one source commented. It is crucial to maintain focus on the topic and provide in-depth coverage.