Washington DC, 9/12: Twitter Inc will roll out new controls as soon as next week to let companies prevent their ads from appearing above or below tweets containing certain keywords, the social media platform told advertisers in an email on Thursday.
The new controls are part of Twitter’s effort to reassure and lure back advertisers that have pulled ads off the platform since it was purchased in October by billionaire Elon Musk, amid reports from civil rights groups that hate speech has risen since the acquisition and after several banned or suspended accounts were reinstated.
Twitter earns nearly 90 per cent of its revenue from selling digital ads. Musk recently attributed a “massive drop in revenue” to civil rights organisations that have pressured brands to pause their Twitter ads