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Additional Thoughts on a Brand-Safe Twitter Ad Product

Photo from Midjourney, forgive me guys… LOL photorealistic picture of Linda Yaccarino having cappuccino with Elon Musk, facing the camera hyper-realistic high resolution –v 5 –q 2 –s 250

At the Possible event in MIA, Linda Yaccarino Chairman at NBCU will interview Elon Musk.

I hope that between now and then Musk finalizes a new ad platform, a brand-safe, highly effective platform. Here’s the product roadmap Elon, free. It’s good karma. LOL

Data needed for Twitter Premier Ad Network:

  • verified yes/no
  • total views across all tweets for the last month (don’t really like this stat as much)
  • total retweets across all tweets for the last month
  • total likes across all tweets for the last month
  • total comments across all tweets for the last month
  • follower count

From the stats above an engagement score can be created that determine which creators are invited into the Premier Network. The top 10,000 creators should be sufficient.  An analysis on brand safe level of content for these accounts could be done by IAS, DV, Moat or, to be impartial the IAB Ad Lab.  Those with a high brand safety score are invited and as a result get 30% of all revenue from the Twitter Premier Ad Network, they are paid out on impressions direct as well as impressions from retweets (retweets are not the premium ads though).

IAS, Moat or DV could re-validate brand safety of the original tweet. retweets with comment are not worth doing ad-checks and the ads running against retweets are not part of the premier tier because brand safety can not be guaranteed.

Ad units are video or animated and targetable using LiveRamp audiences as well as Twitter data on followers, interests, psychographics and demographics..

Quick look at the accounts that would typically be included shows most handles to be brand safe. CPMs for those ads would be high (more than 2x) because brands would be comfortable there. And it incentivizes the creators.

  1. https://www.kaggle.com/datasets/ahmedshahriarsakib/top-1000-twitter-celebrity-accounts
  2. https://gist.github.com/mbejda/9c3353780270e7298763

Easy Peazy.

For your entertainment:

photorealistic picture of Linda Yaccarino with Elon Musk zooming along in a Tesla Plaid, facing the camera hyper-realistic high resolution. –v 5 –q 2 –s 750

Linda Elon

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