Twitter’s Brand Safety and Ad Quality Chief Departs
Earlier this week, Ella Irwin, who was responsible for content moderation on Twitter, left the company, indicating further instability in the upper echelons of Twitter. The Wall Street Journal has now reported that A.J. Brown, who was responsible for brand safety and ad quality on the platform, has also decided to leave the company on Friday. Brown’s role involved ensuring that Twitter was a secure place for advertisers to place their ads. At present, there is no official explanation for her departure.
Since Elon Musk’s takeover, Twitter has struggled to keep advertisers on the platform. Earlier this year, it was announced that more than 500 of the company’s top advertisers had stopped spending on the platform. At the time, Twitter owner Elon Musk said the company plans to break even within a year.
Advertisers don’t just care about the platform’s future. Some brands and users have finally decided to ditch Twitter altogether, worried about how Musk handles content moderation on the platform.
The departure leaves new CEO Linda Iaccarino in an interesting position. Yacacarino, who was previously in charge of ad sales at NBCUniversal, has said in the past that brand safety is top of mind for advertisers. Since ads are Twitter’s main way of making money, it will be interesting to see how they handle this situation.
Since being acquired by Elon Musk last year, Twitter has apparently been struggling to keep the social media platform afloat. The company is said to have laid off most of its workforce and reduced support for third-party apps. Not to mention that Twitter charges exorbitant amounts of money for those who want to use its API and tries to get users to pay $8 a month for a “premium” experience on the platform.
