In a report published on Friday, the Financial Times revealed that leading advertising agency GroupM has informed its clients that Twitter is no longer deemed a "high-risk" platform. The agency expressed "cautious optimism" regarding the appointment of Linda Yaccarino as Twitter's new chief executive. Yaccarino, known for her successful efforts in modernizing NBCUniversal's advertising business, will now spearhead the social media platform, which currently faces numerous challenges and a significant debt burden.
Following Elon Musk's acquisition of Twitter, WPP-owned GroupM declared it a "high risk" platform for advertising last year. It raised questions about Twitter's capacity to abide by the FTC's directives by highlighting a variety of issues, including a huge number of Twitter executives quitting or being dismissed and a surge of high-profile impersonations, according to numerous media sources.
The volume of dangerous content on the site increased after the takeover, and GroupM had been waiting for a "return to normalcy" before taking action, according to the FT article.
The group had been collaborating with Twitter on enhancing "brand safety" while waiting for Musk to reassemble his senior leadership team, it noted.
In the midst of financial challenges and declining advertiser spending due to content moderation concerns, Twitter underwent substantial downsizing last year, with a significant portion of its workforce being laid off. Notably, the cuts made in the team tasked with combating misinformation were relatively smaller.
At present, both GroupM and Twitter have not provided an immediate response to a request for comment.