Twitter to Reveal Targeted Ads — All Ads
In what’s sure to shock marketers attempting to privately target niche audiences, Twitter announced yesterday it will reveal all ads to “everyone.” That means “promoted only” ads will be visible, too.
The Twitter blog post titled “New Transparency for Ads on Twitter” says in light of the congressional push for transparency following the 2016 election and the “Honest Ads Act” that specifically addressed political ads, Twitter is being transparent about all ads. Bruce Falck, @brucefalck, GM Revenue Product and Engineering, Twitter, writes:
In the coming weeks, we will launch an industry-leading transparency center that will offer everyone visibility into who is advertising on Twitter, details behind those ads and tools to share your feedback with us.
Specifically, the Transparency Center will show:
- All ads that are currently running on Twitter, including Promoted-Only ads
- How long ads have been running
- Ad creative associated with those campaigns
- Ads targeted to you, as well as personalized information on which ads you are eligible to receive based on targeting
People can also report inappropriate ads or give negative feedback (i.e. “I don’t like this ad”) for every ad running on Twitter, whether the ad targets you or not. This feedback will help us more quickly remove inappropriate ads from Twitter, and show you more relevant ads in your timeline.
In its breaking news blast yesterday, Ad Age’s Garett Sloane says:
Twitter will start naming advertisers and showing what ads they are running as part of a new transparency push in the wake of the 2016 election.
On Tuesday, the messaging-media service announced the creation of an advertising transparency center where it says it will reveal all ads running on the platform at a given time, including pre-roll video ads. That means "dark posts" are finished on Twitter: Advertisers will no longer be able to create ads that are only visible to their targeted recipients.
Sloane says Congress was already slated to talk to leaders at Twitter, Facebook and Google on Nov. 1. Facebook representatives say they’re working on the problem “after Facebook uncovered Russian troll farms pretending to be American-based advocacy groups and spending thousands of dollars on ads during the presidential race — ads that were not widely spotted at the time.”
Facebook's ad VP wrote this, which Falck retweeted:
Bravo, Twitter. This is similar to what Mark outlined regarding our own plans. Hopefully others will follow: https://t.co/fjm5HeTcUX
— Rob Goldman (@robjective) October 24, 2017
What do you think, marketers?
Please respond in the comments section below.
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