Social Media Platform X, earlier known as Twitter, is fighting back. They have signed a deal with Integral Ad Science (IAS). The goal? To give brands enhanced safety tools. They want advertisers back.
IAS revealed the exclusive partnership. It offers advertisers its pre-bid brand safety and suitability product. This product will give marketers more control. It optimizes quality media investments. IAS will affirm that brands are in safe environments.
Linda Yaccarino, CEO of X, speaks about balance. Free expression and platform safety are priorities. The IAS partnership offers more protection and transparency.
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Lisa Utzschneider, the CEO of IAS, adds to this. The pre-bid optimization solutions ensure quality inventory. They make it brand safe and suitable. She looks forward to driving brand equity.
X’s advertising revenue has dropped by 50%. Debt is heavy. Cash flow is negative. Elon Musk’s recent tweet indicates the urgency. He calls for positive cash flow. A Twitter user suggests a consortium to buy the debt. Musk replies that July looks promising.
The company is luring advertisers back. A major rebrand from Twitter to X is underway. New features are coming. They want to compete with Meta’s Threads.
Could the rebrand make a difference? Skepticism is there.
Don Anderson, CEO of Kaddadle, is doubtful. He wants stability in features. Changes like Twitter Blue have left people confused. He notes a lack of buildup and communication. A clear strategy is missing. “All eyes are on the leadership change,” he says.
Integrated intelligence platform Truescope found neutral sentiments. 90% are skeptical. CARMA calls it “the single worst rebrand.” Only 12.7% reacted positively online. Advertisers want brand safety and continuity. They need a clear strategy. Anderson believes that without stability, trust will continue to wane.
Is X’s rebranding and partnership a success or a misstep? Time will tell.
This news is based on Marketing Interactive.
