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Twitter Inc will roll out new controls as soon as next week to let companies prevent their ads from appearing above or below tweets containing certain keywords, the social media platform told advertisers in an email on Thursday.
The new controls are part of Twitter’s effort to reassure and lure back advertisers that have pulled ads off the platform since it was purchased in October by billionaire Elon Musk, amid reports from civil rights groups that hate speech has risen since the acquisition and after several banned or suspended accounts were reinstated.
Twitter earns nearly 90% of its revenue from selling digital ads. Musk recently attributed a “massive drop in revenue” to civil rights organizations that have pressured brands to pause their Twitter ads.
In a call on Thursday with an advertising industry group, a Twitter representative said the platform was considering bringing its content moderators, many of whom are contracted through third-party vendors, in-house, according to a source familiar with the remarks.
The Twitter representative said bringing content moderators in-house would allow the platform to invest more in moderation for non-English languages, according to the source.
The comments come after Twitter’s new head of trust and safety, Ella Irwin, told Reuters that the platform would lean more heavily on automated content moderation. Irwin also said that Twitter’s recent layoffs, which cut 50% of staff, did not significantly hurt its moderation team and those working on critical areas like child safety.
Full Story: [Reuters]
