Twitter Touts Brand Safety At NewFronts; Epic And Apple Battle In Court

by AdExchanger // Thursday, May 6th, 2021 – 12:03 am Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Playing It Safe Who needs the razzle dazzle? There’s nothing sexier than safety and incremental reach, and Twitter touted both during its NewFronts presentation on Wednesday. “The TV-like quality of the content is clear,” said JP Maheu, Twitter’s VP of US client services. To be fair, Twitter does have partnerships with numerous premium publishers, including a long-standing relationship with NBCU. And there’s more: new deals with Tastemade, Refinery29 and music encyclopedia Genius and content agreements with the MLB and the NHL. But brand safety has been a perennial challenge for a service that bills itself as home base for “what’s happening,” because sometimes what’s happening is toxic. And so alongside its new content deals, Twitter highlighted a new pre-roll offering called Curated Categories, whereby Twitter-curated sets of publishers are bundled around specific themes and niche topics. Think “light-hearted content,” “basketball,” “soccer” or “gaming personalities.” “We have a social and ethical responsibility to make Twitter a safe place for everyone – including brands,” said Doug Brodman, Twitter’s director of agency and platform solutions in North America. Epic Battle Let the…
Read More