Twitter implements a number of solutions to ensure the security of its platform, including security in the advertising experience. This security solution is implemented by Twitter in the Twitter Brand Safety guide.
Twitter's Head of Global Brand Safety Strategy Caitlin Rush said, "Brand safety for Twitter means ensuring that conversations that occur on Twitter must be healthy, which means safe, free from harassment, violence, misinformation, and other negative content.
"Brand safety isn't just about brands, it's about people. It's about protecting public conversations. When we focus on user safety, we also protect brand reputations from pollution such as supporting hate, harassment and disinformation. We have a lot PR. We continue to work for Twitter's brand safety," said Caitlin in a virtual press conference, Tuesday (16/11).
Since introducing guidance for the COVID-19 situation last year, through July 2021, Twitter has alerted 11.7 million accounts, suspended 1,496 accounts, and removed more than 43,010 content globally.
"How do we create a safe and comfortable place for everyone on Twitter? This requires a holistic approach and focuses on three areas: policies, products that protect, and partnerships that transform the industry at large," he said.
On this occasion, Caitlin shared the latest update on what Twitter has been doing with regard to brand safety. Basically, it's all based on the main basics which include the Twitter Rules, Twitter's Brand Safety Policy, and Twitter's Advertising Policy, but with some updates as needed.
Policy
Twitter Transparency Center
Twitter is committed to implementing the Twitter Rules, and what they do is to disrupt information operations related to countries, through developments and updates to the Transparency Center.
Prohibited content for underage users
In light of growing concerns about the impact of advertisements promoting physical, mental health and body shape, especially for minors, Twitter has updated Twitter's global advertising policies in August 2021 - including a ban on content that focuses on weight loss, especially if targeted at underage users.
Labels for misleading COVID-19 vaccine information
In March 2021, Twitter announced that it would label tweets containing misleading information about the COVID-19 vaccine. This is a continuation of Twitter's efforts to remove misleading information about the highly dangerous COVID-19 across its services.
Products that protect
Notifications on Harmful or Offensive Replies
For people who use Twitter and have English settings turned on, there is a special notification prompting them to pause and consider a potentially harmful or offensive reply before sending it.
"We know that people come to Twitter to find, read and discuss their interests. But sometimes the discussions can get heated, so they use bad words that they may regret. To make Twitter better, when we detect a tweet replies that are potentially harmful or offensive, we will alert and ask the person to review the reply before Tweeting," said Caitlin.
The initiative was initiated because after several attempts, Twitter claims to see a reduction in the number of potentially harmful or offensive replies on its service, as well as an increase in good behavior on Twitter.
Conversation Settings
In August 2020, the new conversation settings feature is available to everyone on Twitter. This feature gives users control over the conversations they start. This conversation setting gives everyone a choice over who can reply to their Tweets with three options: (1) all
people (Twitter defaults and default settings), (2) only people they follow, or (3) only people they mention or tag in Tweets.
As of March 2021, more than 11 million users are using this conversation setting across more than 70 million conversations. Starting in early March 2021, Twitter is making this feature available to advertisers when they create tweets via Tweet Composer or via the Ads API. This update also covers the use of conversation settings on Promoted Tweets and those using the most popular ad formats, in addition to organic tweets.
Birdwatch
Twitter launched Birdwatch in January 2021, a community-driven approach to disinformation. This feature allows users to identify information in tweets that they believe is misleading and provide notes to provide informative context.
Article-Specific Notifications
In September 2020, there is a new feature to invite people to read news articles before sharing them. This feature has made more than 40% of people open a news article first when they see the notification and there is a 33% increase in people who open the article before retweeting the article.
Industry-changing Partnerships
JICDAQ (Japan Joint Industry Committee for Digital Advertising Quality & Qualify)
In November 2021, Twitter Japan received a brand safety certification from JICDAQ's, which confirms that Twitter Japan has met the standards set by JICDAQ in providing a good and safe environment for advertisers.
Media Ratings Council (MRC)
Twitter signed an agreement with the Media Ratings Council (MRC) in July 2021 for a pre-assessment of their brand safety. This is an achievement for Twitter's efforts in carrying out its commitment to get four MRC accreditations in Viewability, Sophisticated Invalid Traffic Filtration, Audience Measurement, and Brand Safety.
Trustworthy Accountability Group (TAG)
In March 2021, Twitter was awarded the Trustworthy Accountability Group (TAG) Brand Safety Certified Seal, which covers Twitter's global operations and was obtained through an independent audit.
OpenSlate
Together with OpenSlate, we provide third-party verification of the safety and appropriateness of content on our Twitter Amplify. The study found that of the more than 455,000 monetized videos analyzed, 100% above the industry average of the Garm Brand Safety Floor. They also found that 99.99% of the videos analyzed were low risk, according to the video content categorization of the OpenSlate toolkit as well as that of the Garm Brand Suitability Framework.
DoubleVerify and Integral Ad Science
Twitter selects DoubleVerify and Integral Ad Science as their partners in providing independent reports on the context in which an ad appears on Twitter. This is an opportunity to build solutions to give advertisers a better understanding of the type of content that appears with their ads, to help them make informed decisions to achieve their marketing goals.
