Twitter has informed advertisers that it will implement controls that will prevent their ads from appearing above or below tweets containing specific keywords.
The new controls are part of Twitter’s effort to convince and entice advertisers who have pulled ads from the platform since it was purchased in October by billionaire Elon Musk, amid reports from civil rights groups that hate speech has increased since the acquisition and the reinstatement of several banned or suspended accounts.
Following Elon Musk’s takeover of Twitter, the company saw a massive drop in revenue from Twitter Ads, which accounts for nearly 90% of its revenue, owing to an alleged increase in hate speech on the platform, as well as the reinstatement of several banned or suspended accounts.
As a result, according to reports, Twitter will roll out ‘new controls’ for ad placements next week in an effort to entice and reassure advertisers.
The controls were implemented in response to a report by hate speech researchers that revealed an increase in anti-Black, homophobic, and anti-Semitic tweets in the weeks following billionaire Elon Musk’s takeover of Twitter in October.
The sources for this piece include an article in Reuters.