X/Twitter is introducing a new ad targeting feature that will allow brands to promote their own ads alongside content from specific creators, with the aim of luring back advertisers after recent controversy. In practice, this feature allows woke companies to curate ads to specific users, such as displaying their brand alongside tweets from conservatives like Catturd and TikTok’s Libs. If not, it will be possible to make it compulsory.
tech crunch report Twitter is reportedly rolling out new ad targeting options that will allow brands to display their ads alongside content from specific creators on the platform.
“Starting this month, advertisers on Twitter will be able to advertise to a select list of premium content creators through Creator Targeting,” the company announced Monday. This gives brands more control in Twitter’s self-service ads manager to run video ads next to selected creators’ videos, both on Home Her Timeline and Creator Her Profile. Become.
Twitter also plans to add the ability for advertisers to serve ads only to specific creator profiles, eliminating the possibility of ads appearing next to unwanted or “controversial content.” In the view of woke companies like Disney, controversial content is best viewed by authors and authors, whether it’s activists like Scott Pressler or information about radical transgender and DEI messages directed at children from TikTok’s Libs. Whether it’s a comedic flamethrower tweet from a pundit, it often takes the form of conservative free speech. Cattard. If advertisers choose not to serve ads on conservative accounts, their ability to earn revenue from the platform will also be significantly reduced.
The launch comes after many brands paused spending on Twitter last year after their ads appeared next to content deemed offensive. High-profile companies such as Apple and Disney suspended advertising campaigns on Twitter at the end of 2022 after CEO Elon Musk allegedly amplified anti-Semitic conspiracy theories on the platform.
The new creator targeting feature appears to be an effort to lure back advertisers after the company’s advertising revenue is set to plummet by 50% in 2023. Twitter generated about $600 million in revenue per quarter last year, up from $1 billion per quarter in 2022.
Targeting creators could also help Twitter compete with YouTube for talent. More than 80,000 creators have posted content on Twitter since we launched our ad revenue share program in July 2022. Mr. Musk has directly appealed to popular YouTubers like Mr. Beast to cross-post his videos, with mixed success.
The initial rollout focuses on a “curated list” of creators, which opens up opportunities for Twitter to court and differentiate influencers. But it remains to be seen whether brands will actually flock to Twitter or whether the recent controversy has permanently damaged the relationship.
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Lucas Nolan is a reporter for Breitbart News covering free speech and online censorship issues.
