The measure should be taken in the coming weeks and aims to encourage advertisers to return to the platform
Twitter plans to lift the ban on serving political ads on the platform and allow marketers to resume serving ads based on education, social and economic topics.
The measure should be taken in the coming weeks with the aim of encouraging advertisers to return to the platform.
We believe that cause-based advertising can facilitate public conversation about important topics. Today, we are relaxing our ad policy for cause-based ads in the US, the Safety Twitter account tweeted on Tuesday.
We believe that cause-based advertising can facilitate public conversation around important topics. Today, we’re relaxing our ads policy for cause-based ads in the US. We also plan to expand the political advertising we permit in the coming weeks.
— Twitter Safety (@TwitterSafety) January 3, 2023
The platform’s ban on advocacy groups and politicians on the platform has been in effect since 2019. The decision to revoke the measure comes at a time when about 70% of advertisers have left the bird’s social network.
Currently, advertising is the platform’s main source of revenue, accounting for 90% of the revenue it generated of $ 5.1 billion in 2021. However, the acquisition of Elon Musk in October last year led to an increase in the speech of hate and misinformation on the platform, making advertisers wary. Still, the Twitter movement is piquing the interest of marketers, especially those who serve an active community.
Twitter plays an important role in driving the news of the day. an echo chamber for the loudest voices in society. Therefore, advertising on Twitter will be especially useful for public affairs advertisers who want to shape the narrative around a specific legislative or regulatory issue, Reid Vineis, vice president of digital at Republican political advertising firm Majority Strategies, told AdWeek.
