Brainlabs’ take on Twitter/X’s new brand safety tools

Yesterday Twitter/X announced its new brand safety tools.

The platform is offering US advertisers “premium-vetted inventory” via its existing partnership with ad-verification company Integral Ad Science, with plans to expand these solutions internationally.

Our VP of Paid Social Jonathan Molina spoke to Adweek’s Trishla Ostwal about it.

He discussed how full buy-in from agencies like Brainlabs will be dependent on how the tool evolves and is implemented across the entirety of the platform.

“Transparency about the unique nuances of IAS’ solution, understanding what parameters have been put in place for the tool to function, and to what degree the machine learning is influenced by the content on the platform, will be critical to regain brand trust.” 

Read the full article in Adweek here: https://www.adweek.com/programmatic/mondelez-international-makes-a-comeback-on-x-twitter-amidst-brand-safety-announcement/