Safeguarding Advertising Experiences on Twitter
In addition to the controls available to everyone on Twitter and our brand safety controls for advertisers, Twitter leverages a combination of Machine Learning and human review to ensure that ads do not serve around objectionable content.
Adjacency to Sensitive Media in Timeline
Twitter prevents ad placement adjacent to Tweets that have been deemed “Sensitive Content” by our Twitter Service Team or by the Tweets’ authors. Our Sensitive Media policy covers media that is excessively gory and media depicting adult content and sexual violence and/or assault. People on Twitter are also able to self-classify their Tweets as sensitive.
Ensuring Brand Safety in the Twitter Amplify Program
Every Tweet from our partners goes through two levels of scrutiny before it becomes monetizable through our Amplify Pre-Roll program:
Algorithmic check which scans Tweet text for any unsafe language
Manual human review of every single monetized video to ensure that they meet our Brand Safety standards
We also hold regular proactive educational sessions with our partners to help them successfully monetize their content on Twitter within our brand safety standards. In addition to these universal monetization standards, we also empower advertisers to customize their Amplify campaigns in the ways mentioned above.
Promoting Brand-Safe placement in Search
Twitter monitors conversations and trending topics around the world 24 hours a day, and removes ads from search results we deem unsafe for ads. This internal keyword denylist list is updated on a regular basis, and applies to all campaigns globally. As a search is conducted, this denylist is referenced and if a search term appears on the list, no Promoted Ads will serve on that term’s search results page. The same denylist applies when users click a trending topic and are taken to the results page for that trend.
Brand Safety Controls for Ads on Profiles
Every time a profile is updated, our machine learning model searches the content of the profile page with the goal of ensuring that content is brand safe, according to our Brand Safety policies, before a Promoted Ad is served. We only serve ads on profiles that we deem to be safe for ads. We may also block ads from serving on individual user profiles based on the content or behavior of the account and lack of alignment with our Brand Safety policies.
Keyword Targeting Restrictions
Twitter maintains a global denylist of Keyword Targeting terms that are not permitted to be used as parameters for positive keyword targeting (audiences associated with these terms can still be excluded through keyword exclusion targeting). This list is continually updated and includes a wide variety of terms that most brands would consider to be unsafe, as well as terms that are not allowed to be targeted per our Ads Policies. Learn more about our policies for Keyword Targeting here.
Audience Filtering and Validation
Twitter excludes accounts we suspect may be automated from monetizable audiences, helping to ensure valid traffic on ads. We also offer viewability measurement through integrations with multiple MRC-accredited third parties.
Twitter is a public platform, and we work to ensure this open forum remains healthy through our policies and platform capabilities. Direct Messages, while private between the sender and recipients (up to a max of 50), are subject to the Twitter Rules, as are all individuals and content on Twitter. In a Direct Message conversation, when a participant reports another person, we will stop the violator from sending messages to the person who reported them. The conversation will also be removed from the reporter's inbox. We will review reports and action appropriately.