For the last eight weeks, Yaccarino has been in conversations with CMOs and CEOs, “and we cover a lot of ground,” she said. “And I focus on those [brands] that have either paused or reduced spending, remind them about the power of the platform and the power of the user base and the economic potential of them partnering with us again.”
In recent months, X has said that 99.9% of impressions on the site are for posts that fall within the company’s guidelines. Marketers have expressed concerns about showing up against material that could be considered offensive or worse, but X has claimed the site is safer than it was prior to its $44 billion sale to Musk. X has developed new “adjacency” controls, which gives advertisers some ability to steer clear of accounts and keywords they don’t want to support.
Some marketers have told Ad Age those controls are not always as robust as they could be. This week, Twitter announced that it had expanded a partnership with Integral Ad Science, a third-party verification firm, which will vet ad inventory for advertisers before the campaigns run. Integral Ad Science previously conducted audits for brands that gave reports about the safety of campaigns after they ran. Twitter also works with DoubleVerify, another third-party measurement service.
Also read: How Twitter pitched brand safety at Cannes
During her interview, Yaccarino said she has told marketers not to sleep on the power of X to shape the online conversation, pointing directly to the success of “Barbenheimer,” a meme that went viral on Twitter surrounding the same-day releases of “Barbie” and “Oppenheimer.”
“Not that X is taking credit for all of that success, but that’s where the conversation started,” Yaccarino said.
Read more about 'Barbie' marketing here
There is no denying the company formerly known as Twitter has a massive role to play online and in moments of real-time conversations around sports, movies and politics. But brands have watched as Musk has injected a bit of chaos into the platform. And now he’s even changed the name of the site, and Yaccarino said she was on board with that rebrand. “If you stay Twitter, or you stay whatever your previous brand is, change tends to be only incremental, and you get graded by a legacy report card,” Yaccarino said.