Companies are using Twitter's own tools to keep their ads away from Elon Musk's tweets
, citing four people familiar with Twitter's advertising situation, reported that certain brands that have returned to advertising on the platform are using Twitter's adjacency controls to keep their content clear of increasingly troubling content — including Musk's own tweets., told the Times that Twitter is"unpredictable and chaotic" adding that,"Advertisers want to run in an environment where they are comfortable and can send a signal about their brand.
Announced in December 2022, just a few months after Musk took control of the company, adjacency controls aimed to enable advertisers to prevent their ads from appearing adjacent to Tweets that use keywords they'd like to avoid. "Empowering brands to customize their campaigns to prevent their ads from appearing adjacent to unsuitable content is an important step towards increased ad relevance on Twitter," saidno longer with the companyInsider previously reported that Brown attempted to counter the growing perception that Twitter wasn't safe for brands with a later
about the company's partnerships with adtech companies DoubleVerify and IAS, which were meant to help with brand safety. He has deployed an array of
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