World’s biggest ad buyer says Twitter is no longer ‘high risk’

The world’s biggest ad agency no longer considers Twitter as a “high risk” platform now that Linda Yaccarinoc — NBCUniversal’s former head of advertising — is lined up to replace Elon Musk as Twitter CEO. According to sources speaking to the Financial Times, WPP-owned GroupM removed its “high risk” classification on Monday, and has informed its clients that the company is “cautiously optimistic” about Yaccarino’s appointment. 

According to the Financial Times, GroupM has been waiting for Twitter’s senior leadership team to be repopulated and for the level of harmful content on the social media platform — which increased under Musk’s leadership — to “return to normalcy.” GroupM is reportedly working with Twitter to improve “brand safety” to prevent ads from appearing alongside problematic content.

GroupM denied the Financial Times’ request for comment. We have similarly reached out to confirm details within the report and will update this story should we hear back.