Twitter CEO Linda Yaccarino is preparing to unveil latest safety features in the approaching weeks to address advertisers’ concerns about hate speech, On The Money has learned – but her boss Elon Musk is not making it easy.
The brand new features – according to sources Yaccarino has been focusing on since her surprise switch to Twitter from NBCUniversal last month – will give advertisers advanced control over what form of content will be displayed alongside their ads.
So-called “adherence checks”, which bolster Twitter’s branding safety and usefulness features, will also allow advertisers to search the table of contents and pick what they deem most relevant, according to sources. These people add that not one of the controls put in place existed before Yaccarino joined, and Twitter hopes they will be more practical than humans.
Nevertheless, some advertisers are still shaken as Musk – who bought Twitter for $44 billion in October – has recently failed to curb his notoriously unpredictable tweeting habits.
![Elon Musk](https://nypost.com/wp-content/uploads/sites/2/2023/07/twitter-safety.gif?w=600)
One top marketer pointed to a recent tweet where Elon Musk suggested that he and Meta CEO Mark Zuckerberg held a “dk measurement contest.”
“The CMOs are fed up with hate speech and admittedly, they’re fed up with Elon,” the source said. “Tweets like Elon’s post about his dk don’t encourage confidence that anyone apart from a frat boy is behind the wheel.”
The news of the brand new security tools also comes days after Elon Musk admitted that the corporate’s ad revenue fell by 50%.
![Twitter CEO Linda Yaccarino](https://nypost.com/wp-content/uploads/sites/2/2023/07/NYPICHPDPICT000011004598.jpg?w=1024)
“It’s like he’s just taunting advertisers,” the source added.
Insiders say Yaccarino is presenting latest tools to ad holdings resembling WPP, Omnicom, Publicis Groupe, Interpublic and Dentsu. Ad agencies are seen as gatekeepers within the industry as they advise corporations on marketing plans and where to allocate promoting money.
Company executives spoke with Twitter executives about what changes they wanted to see on the platform to recoup ad money – Yaccarino sought to address these concerns with the most recent tools, source ads.
After Musk bought Twitter, he fired 80% of his employees – lots of whom were focused on monitoring hate speech. Last month, head of trust and security Ella Irwin left the corporate.
Now, sources say Twitter hopes to have the ability to apply latest digital tools to moderate content.
While Yaccarino has been committed to rebuilding her relationship with advertisers, she has also explored other sources of revenue, resembling adding commerce to videos and attracting more creators to the platform.
One knowledgeable source told On The Money Musk encouraged and supported Yaccarino’s efforts, some within the promoting industry consider he is a component of the issue.
“Twitter has two things – Linda and ads that get a fairly decent ROI,” the source added.