Wednesday March 10, 2021 By David Quintanilla
Twitter Looks to Provide More Reassurance on Ad Placement with TAG Certification

Twitter has taken one other step in direction of offering extra assurance for advertisers round advert placement with the announcement that it is earned the Reliable Accountability Group (TAG) Model Security Licensed Seal.

TAG Brand Safety stamp

As defined by Twitter:

“The TAG Model Security Licensed program units world model security requirements that apply to digital promoting agreements, monetized content material takedown practices, the usage of inclusion/exclusion lists, and the documentation of particular insurance policies and procedures used to attenuate the danger of advert misplacement. These requirements affect direct consumers, direct sellers and intermediaries. This certification affords advertisers and companies the reassurance that Twitter has been independently audited to make sure compliance with TAG’s pointers.”

Twitter has been working to enhance its model security and assurance measures over the previous few months, through its partnerships with DoubleVerify and Integral Advert Science. In December, the platform announced its intention to hunt accreditation from the Media Scores Council (MRC), overlaying viewability and viewers measurement, in addition to advert placement. Twitter’s nonetheless working in direction of reaching the MRC stamp, however the added approval from TAG provides one other factor within the platform’s model security push.

The problem of brand name placement got here to the fore back in 2017 when YouTube misplaced hundreds of thousands of {dollars} in income after main manufacturers pulled their YouTube spend over issues that their advertisements had been showing alongside extremist content material and hate speech. Since then, all platforms have been working to supply extra assurance on this entrance, and these official, third-party verification steps make sure that manufacturers can put extra belief of their packages, and have assurance that their promotions are usually not incorrectly related to controversial content material.

After all, that is not simple to do. Social media engagement happens in real-time, and to make sure efficient model security, and optimum attain, the platforms want refined programs to detect and automate such. The instruments on this entrance are at all times evolving – which, once more, is why these third-party endorsements are essential within the broader scheme. 

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