Products that protect
Twitter is committed to working to provide advertisers with a safe environment where they can connect with their customers. To do so, we leverage a combination of machine learning, human review, and targeted policies to ensure that ads do not serve around potentially objectionable content. We also strongly believe in empowering our advertisers to customize their Twitter campaigns in ways that help keep their unique brands safe. In addition to these controls, advertisers are also able to take advantage of the health and safety protections available to all people using Twitter.
Adjacency to sensitive media in Timeline
Twitter prevents ad placement adjacent to Tweets that have been labeled as “Sensitive Media” by our Twitter Service Team or by the Tweets’ authors, including media containing graphic violence and consensually produced adult content as defined under our Sensitive Media policy.
Ensuring brand safety in the Twitter Amplify Program
Every video from our content partners goes through a manual human review to ensure it meets our brand safety standards before it can be monetized. We supplement this review with a wide array of algorithmic health and safety checks that apply to all Tweets on the platform.
We also hold regular proactive educational sessions with our content partners to help them successfully monetize their content on Twitter within our brand safety standards.
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 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.
Brand safety protections for ads in Tweet replies
In May 2022, we introduced a new placement for advertisers running campaigns with an App Installs objective. We use similar modeling to that which is applied on our Profiles placement and do not place ads within the replies to Tweets from accounts that we determine to be not safe for ads. We expand upon that level of protection and employ additional modeling to avoid including ads in replies that include conversations that may be considered unsafe or unsuitable.
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.
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 which apply to 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.
Twitter Amplify Brand Safety Controls
Amplify pairs brands with the most premium, timely publisher video content, and the audiences coming to Twitter for it. Advertisers can choose to align their content with premium publishers from within any of the standard IAB categories. When setting up this type of campaign, advertisers can choose to exclude any of the IAB content categories and can also exclude up to 50 specific Content Partner handles. A full list of our Content Partners may be downloaded within the “publisher content” section of the campaign creator.
Advertisers can also take advantage of Twitter curated content categories beyond the standard slate. When creating this type of campaign, they will be provided a list of the Content Partners contributing to each category and can choose to exclude up to five of those handles.
Campaign Placement Controls
We give advertisers control over the areas within the Twitter platform where their campaigns may be displayed so that they can customize their delivery based on their comfort level. Most campaign objectives allow for excluding ads from serving on profiles, within search results or within Tweet replies. Follower campaigns can not opt out of running in search results and Pre-roll views campaigns can not opt out of running in either profiles or search results.
Twitter Audience Platform Controls
Advertisers running campaigns on the Twitter Audience Platform (TAP) can select up to 2,000 apps to exclude from delivery. Note that TAP placement is only available as an option for Website Clicks, App Download, or App Re-engagement objectives.
Keyword targeting allows our advertisers to reach people on Twitter based on their behavior, including keywords used in their search queries or their recent Tweets, and keywords used in Tweets they recently engaged with. This targeting option can help brands reach their most relevant audiences. Advertisers can also exclude keywords from their campaigns to prevent Ads from appearing among search results for excluded terms, and from serving to audiences who have Tweeted or engaged with these terms.
Controls for everyone
All people on Twitter have the capability to hide any replies to any of their Tweets that they deem abusive or irrelevant to the conversation. Note that by hiding a reply, a Tweet author is not completely removing it from the platform, but is rather keeping it from appearing in the conversation below their Tweet. In August 2020 we released an API endpoint for this capability to allow our API Partners to build more automated ways to employ this feature.
In August of 2020, we made new conversation settings available to everyone on Twitter, allowing people to have more control over the conversations they start. These conversation settings let anyone on Twitter choose who can reply to their Tweets with three options: 1) everyone (standard Twitter, and the default setting), 2) only people they follow, or 3) only people they mention.
Beginning in March of 2021, we made these capabilities available to our advertisers when they compose Tweets directly through Tweet Composer or through our Ads API. This update extended the ability to apply conversation settings to Promoted-only Tweets and to those that use our most popular ad formats, in addition to organic Tweets.
More to come
In December 2020, we announced that following an extensive 5-month vetting process, we selected DoubleVerify and Integral Ad Science to be our preferred partners for providing independent reporting on the context in which ads appear on Twitter. This is an opportunity to build solutions that will give advertisers a better understanding of the types of content that appear adjacent to their ads, helping them make informed decisions to reach their marketing goals.
Twitter also provides additional opportunities for transparency into campaign performance through measurement solutions and third-party studies based on your objectives. Our goal is to empower advertisers with measurement solutions to help you understand how your campaigns help achieve your broader marketing and business goals.