Twitter's current travails with advertisers bring focus on brand safety

Focused approach to media targeting, using third-party verification tools among measures advertisers are adopting

Twitter’s current travails with advertisers, with many of them hitting the pause button on advertising, has brought into focus the issue of brand safety. A recent study by Gurugram-based mFilterit, a company that works with advertisers on improving brand safety, says that at least 20-25 per cent of the digital advertising budget of a company is wasted because ads are sitting in brand-unsuitable environments.

Twitter, for instance, has had to deal with multiple advertiser calls for safety in the past, too.

A month ago, global advertisers such as Coca-Cola, Walt Disney and Mazda had to temporarily suspend advertising on Twitter