We are continuing on our path to learn, iterate and expand our efforts specific to brand safety.
In December 2020, we shared a few priority areas for us in 2021 - including continuing to partner with industry leaders and developing innovative solutions for our customers to feel confident in being a part of the conversation on Twitter.
Since then, we’ve been hard at work building out third-party brand safety measurement solutions in partnership with DoubleVerify and Integral Ad Science, and continue on our path towards MRC accreditation. In parallel, we have also been focused on attaining another global brand safety accreditation, and on providing advertisers with more control over the conversations they start on Twitter. We are excited to share two updates on this front:
Twitter receives global Brand Safety certification through TAG
We’re excited to share that Twitter has successfully earned the Trustworthy Accountability Group (TAG) Brand Safety Certified Seal, which covers Twitter’s global operations*.
TAG is a leading global certification program fighting criminal activity and increasing trust in the digital advertising industry. TAG advances its mission of eliminating fraudulent traffic, facilitating the sharing of threat intelligence and promoting brand safety by connecting industry leaders, analyzing threats and sharing best practices worldwide.
The TAG Brand Safety Certified program sets global brand safety standards that apply to digital advertising agreements, monetized content takedown practices, the use of inclusion/exclusion lists, and the documentation of specific policies and procedures used to minimize the risk of ad misplacement. These standards impact direct buyers, direct sellers and intermediaries. This certification affords advertisers and agencies the assurance that Twitter has been independently audited to ensure compliance with TAG’s guidelines. Our partnership with TAG supplements our ongoing work with the MRC, and further reinforces our commitment to independent brand safety accreditation. Learn more about program requirements here.
Twitter earned its first brand safety accreditation in 2019, when Twitter UK became certified through JICWEBS’ DTSG Good Practice Principles. Last September, JICWEBS merged with TAG in order to create a global certification for brand safety, and we’ve been actively working with TAG over the past several months to extend Twitter’s TAG Brand Safety Certification to cover our global operations. We’re proud to have been among the first companies to attain TAG’s Brand Safety Certification, and we’re proud to expand that certification globally today.
In our global ad supply chain, threats to brand safety can extend across oceans and borders. By achieving the TAG Brand Safety Certified Seal for its global operations. Twitter is helping lead the industry in tackling those complicated global challenges. We look forward to continuing to work closely with Twitter to raise the bar on brand safety across our industry.
Introducing Conversation Settings for advertisers
Twitter is what’s happening and it’s the best place to have conversations with the people that matter most to brands, but we know that sometimes advertisers may need more control over the conversations they have with their customers. That is why we have made it easier for brands to curate their conversations with the introduction of conversation settings for ads.
In August 2020, we made new conversation settings available to everyone on Twitter, allowing people to have more control over the conversations they start. Now, we are making these capabilities available to all advertisers when they compose Tweets directly through Tweet Composer or through our Ads API. This update will extend the ability to apply conversation settings to Promoted-only Tweets and to those that use our most popular ad formats, in addition to organic Tweets. You can learn more about how this works here.
We are committed to continuing the work on our ongoing brand safety efforts, and will continue to lead with policy, protect with product, and drive industry-wide change through partnerships. We look forward to sharing more updates as we move along.
*Twitter’s policies and procedures for minimizing ad misplacement were independently audited and deemed compliant with the TAG Certified for Brand Safety Guidelines Version 1.0. Twitter was validated as a Direct Seller and Intermediary (Consumer Facing Platform), and these procedures were validated globally. The audit did not include processes for Twitter Audience Platform or MoPub, which were excluded from the audit.