The social media platform said in an email to advertisers on Thursday that it would implement new controls to allow companies to block their ads from appearing above or below Tweets containing certain keywords.
Twitter Inc will introduce new controls as soon as next week to allow companies to block their ads from appearing above or below Tweets containing certain keywords, the social media platform told advertisers in an email on Thursday.
The new controls are part of Twitter's effort to reassure and woo back advertisers, who have pulled ads from the platform since it was bought by billionaire Elon Musk in October, amid reports from civil rights groups that since the acquisition Hate speech increased and many accounts were reinstated after being banned or suspended.
Twitter earns about 90% of its revenue from the sale of digital ads. Musk has blamed a recent "significant drop in revenue" to civil rights organizations that have pressured brands to halt their Twitter ads.
In a call Thursday with an advertising industry group, a Twitter representative said the platform was considering bringing on its own content moderators, many of whom are contracted through third-party vendors, according to a source familiar with the comments. .
As per the source, the Twitter representative said that bringing content moderators in-house would allow the platform to invest more in moderation for non-English languages.
Ella Irwin, Twitter's new head of trust and safety, told Reuters the platform would rely more heavily on automated content moderation. Irwin also said that Twitter's recent layoffs, which cut 50% of its staff, didn't hurt its moderation team and those working in critical areas like child safety.
An email sent to advertisers on Thursday, which was reviewed by Reuters, said a new version of Twitter's subscription service called Twitter Blue would begin on Friday.
Membership will allow accounts to receive a verified check mark. Individuals' accounts will get a blue check, while gold and gray check marks will denote business and government accounts, according to the email.
The email states that the subscription price will be $7 per month on the web and $11 per month on Apple devices.
Twitter also told advertisers that it removed ads from profiles cited in a Washington Post article on Tuesday that reported ads appeared on Twitter accounts of white nationalists.
Snap Inc, which owns the photo messaging app Snapchat, has paused its advertising on Twitter while it investigates the issue, a spokeswoman told Reuters.
Twitter's email referred to Musk's tweet last month saying the accounts were not part of an "amnesty reinstatement" that Twitter would reinstate suspended accounts that haven't broken the law.
"We will not reinstate bad actors, spam accounts, and users involved in criminal/illegal activities," said Twitter's note to advertisers.
Twitter, which has lost several members of its communications team, did not immediately respond to a request for comment.
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