GroupM, part of the world’s largest advertising company WPP, which generates most of Twitter’s revenue, has told its customers that advertising on the platform carries a “high risk,” reports platformer and digitag. Similar recommendations were previously made by IPG and the Omnicom Media Group.
GroupM customers include Google, L’Oréal, Bayer, Nestle, Unilever, Coca-Cola and Mars. The advertising agency was seriously concerned about several changes that have occurred with the arrival of Elon Musk (Elon Musk): in particular, the departure of many senior employees from the company, especially those responsible for security and compliance with the law; a wave of incidents involving spoof accounts and check boxes; and the looming confrontation with the US Federal Trade Commission (FTC). In order to get rid of the status of a platform associated with a risk for advertisers, the agency proposes the following measures:
- restoring the original level of adult material;
- appoint new heads of IT security and data protection;
- “establish a system of internal controls and reconciliations”;
- Ensure transparency of plans affecting user and brand safety, including updated community rules and moderation guidelines;
- ensure content moderation and compliance with platform rules.
resource The edge took to Twitter to comment on the matter, but there was no response because the company was also disbanding the department that handled press inquiries. However, the management of the social network is still “working off” the requirements of GroupM, assures Platformer.
The change in leadership at Twitter is extremely painful: on the one hand, Mr. Musk wants to reduce the platform’s dependence on advertising, but at the same time it is impossible to get a paid Blue subscription now. Now, according to the businessman’s calculations, Twitter is increasing its losses by $4 million every day, in addition, it has to return the funds it borrowed from investors at high interest rates. Advertisers are therefore needed by the company more than ever, but are less and less interested in working with the social network.