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Mondelez International Makes a Comeback on X (Twitter)



Oreo maker Mondelez International was among the first global brands to pull ads off X (formerly known as Twitter) last year after Elon Musk acquired the social media site. The company cited hate speech concerns, according to reports by Reuters.

However, X’s brand safety tools have brought the company back on the platform since May, Adweek has learned.

Amid declining ad revenue, X announced new brand safety tools today.

The social media platform is offering U.S. advertisers “premium-vetted inventory” via its existing partnership with ad-verification company Integral Ad Science. The platform plans to expand these solutions internationally.

This inventory will give brands the confidence that their ads appear adjacent to content that meets the GARM Framework as verified by IAS, according to the company.

“X has made tremendous progress in building brand safety tools that empower advertisers to leverage the power of their platform while curating the context in which the ads appear,” Jon Halvorson, svp of consumer experiences at Mondelez International, said in a statement. “Adding pre-bid meets a critical commitment made by their leadership and we are eager to implement this new feature going forward.”

To that, X is also introducing Sensitivity Settings, an automated tool that will “help brands establish the right balance between reach and suitability when it comes to ad placement on the platform,” the company told Adweek in a statement.

Made available in two weeks, this tool will give advertisers levers under the Standard Sensitivity and Conservative Sensitivity bucket. While the former bucket is for brands with a moderate sensitivity threshold, the latter is suitable for brands with a strict sensitive threshold, the company said.

Marketers have cited content moderation and brand safety concerns on X for some time now. To suppress concerns, X introduced pre-bid adjacency control for advertisers in December last year. Since then, more than 1,900 global advertisers have tested the tool to avoid harmful content adjacency with an efficacy rate of more than 99%, per the statement. These include Coca-Cola, Visa, Taco Bell, Amazon, Marriott, Mondelez, Expedia and Applebee’s, as per X. The platform also initiated a request for proposal process to evaluate brand safety solutions from its tech vendors Integral Ad Science and DoubleVerify in June. Still, X appears to be overlooked in brand conversation among marketers, ad buyers told Adweek.

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