back to article X tries to win back advertisers with brand safety promises

The site formerly known as Twitter is trying yet again to lure advertisers back, this time with a series of brand safety concessions that allow the source of most the company's revenues to "curate the context" in which their ads appear.  Yesterday, X's current head of brand safety Élyana Thierry announced several new "brand …

  1. Mitoo Bobsworth

    If clues were shoes...

    ... then Elon is still running around barefoot.

  2. Anonymous Coward
    Anonymous Coward

    Your brand is safe

    Unless your handle looks tasty to Elon: @x, @music what will be next as he works towards being "everything"?

  3. MachDiamond Silver badge

    Still pay to play?

    Is this program the $1,000/month subscription thing or is this something new?

    Elon is spending his days throwing things at the wall and we don't seem to be hearing much from the CEO at all. You'd think that Linda would be the lead and Elon would be working in the background given their titles.

    1. abend0c4

      Re: Still pay to play?

      You'd think that Linda would be the lead

      I'm sure she's bright enough to know better and has probably realised that the only thing that apparently matters on your CV is your previous job title and salary.

    2. Flocke Kroes Silver badge

      Not false advertising

      When Musk advertised for a CEO, the job description was clear: Musk would take all the decisions that interested him, the new CEO would have to do everything else and take the blame.

      1. Arthur the cat Silver badge

        Re: Not false advertising

        the new CEO would have to do everything else and take the blame

        But given that everybody blames Musk anyway and will do if/when the company crashes and burns, provided the salary is high enough to compensate for putting up with Musk in the first place it's worth doing for a couple of years.

        1. John Brown (no body) Silver badge

          Re: Not false advertising

          "provided the salary is high enough"

          In those sorts of positions, and especially in tech companies, the lions share of the salary is often stock options. Hopefully, she negotiated more cash and fewer stock options for her salary.

        2. MachDiamond Silver badge

          Re: Not false advertising

          "But given that everybody blames Musk anyway and will do if/when the company crashes and burns, provided the salary is high enough to compensate for putting up with Musk in the first place it's worth doing for a couple of years."

          In the court of the public eye, maybe. When she goes to look for her next job, being the captain of a ship sitting on the bottom of the ocean as the last posting held doesn't look that great. You sort of want the opposite where you took a company on the brink of going under and turning it into a money spinner that gets gobbled up by Google for 10x its true worth.

          1. Michael Wojcik Silver badge

            Re: Not false advertising

            being the captain of a ship sitting on the bottom of the ocean as the last posting held doesn't look that great

            Not so, at the C-suite level. Boards have historically shown no reluctance whatsoever in hiring execs whose previous employers crashed and burned. And making them directors, for that matter. Most of the terrible CEOs I've known about (who aren't in prison) are sitting pretty.

            Taking the helm of a sinking corporate ship these days gives you credibility, particularly if you can lay off a bunch of people or make other "hard decisions" as it goes down.

  4. Anonymous Coward
    Anonymous Coward

    How creators can control ads, sort of

    Just sign off your posts with something so gratuitously offensive/controversial that no advertiser would want anywhere near it, but do it in such a way that normal human readers know that’s the only reason you’re doing it. Sure, it may lose you 6 or 7 characters per post, but that’s a small price for extra control, right?

  5. Howard Sway Silver badge

    designed to prevent ads being served alongside various types of objectionable content

    OK, but your ad's still on the same site as that content. And therefore financing the publication of that content, whether it's alongside it or not.

    Are the advertisers really going to be believed if they try to claim that they have nothing to do with it? It's going to be hard to convince them that there's a "Nice X" and a "XXX rated porn and hate sewer" freely coexisting with each other on the same site, and their customers won't associate them with the latter. Especially considering how easy it is to post or link awful stuff after that nice stuff, where the advert will still presumably be displayed.

    1. sabroni Silver badge

      Re: OK, but your ad's still on the same site as that content.

      It's the Nazi Bar problem. Doesn't matter whether your pub is the Nazi bar or not, what matters is that people think it's the Nazi bar. Twitter is the Nazi bar and Space Karen obviously wants it that way.

      Not many major brands want to advertise in the Nazi bar, even in the kids play area.

  6. Anonymous Coward
    Anonymous Coward

    "how easy it is to post or link awful stuff after that nice stuff"

    Meet Mr Fluffykins, the darling kitten who likes to sit inside this teapot (image). Mr Fluffykins loves tuna snacks and sending all the *":&%#@£ back where they belong.

  7. Google

    Great, Elon let out another fart again and we're all there to sniff it.

    Now where's the Reg on

    Missouri v. Biden, and the ruling prohibiting the White House from more interference with free speech online

    Berenson vs Biden after the White House pressured twitter to remove his account after legitimate speech and his earlier free speech

    Apple threatening to pull out FaceTime and iMessage from the UK because of proposed spying powers for the UK government

    Or Flaherty who joined the Biden White House as Director of Digital Strategy pressuring twitter to remove a Biden parody account. ( https://storage.courtlistener.com/recap/gov.uscourts.lawd.189520/gov.uscourts.lawd.189520.293.0.pdf )

    Elon is amusing n all but there's plenty of newsworthy stuff going on.

    1. IGotOut Silver badge

      "....Apple threatening to pull out FaceTime and iMessage from the UK because of proposed spying powers for the UK government..."

      It was reported on the Reg at the end of June. Do keep up.

  8. trevorde Silver badge

    What happened next

    Musk refuses to pay Integral Ad Sciences

    1. Doctor Syntax Silver badge

      Re: What happened next

      If they've any sense they'll be demanding cash upfront. That's real cash, not Dogecoin.

  9. ChoHag Silver badge

    > what tweets, er – posts, their content appears next to

    Perhaps xits? Pronounced zit or shit depending on your mood.

    1. Doctor Syntax Silver badge
      Coffee/keyboard

      Exlets? Exhalations?

      Got it: excrement.

      Maybe elReg needs a poopemoji icon.

    2. MJI Silver badge

      X cretes

  10. s. pam Silver badge
    Megaphone

    Didn't Muskyboy get the message?

    No one cares if X sinks, companies are rightly leaving the decrepid corpse of the bird flu

  11. Dave559 Silver badge

    Xparrot

    No, no, no, X, as any fule kno, is a well-known windowing system first released in 1984. Don't give any credence to this johnny-come-lately by even slightly suggesting that he has any right to the brand name. The name of the bird site, which is becoming increasingly bereft of life is, for obvious reasons, Xparrot (yes, it's a hashtag, great minds think alike, etc).

  12. MrAptronym

    I went onto 'X' recently for the first time in a long time and the only ads I got were for a NSFW browser game. So, seems to be going great.

  13. xyz Silver badge

    Lol...

    Just tead this...

    https://www.politifact.com/article/2023/aug/10/what-is-disease-x-how-conspiracy-theorists-hijacke/

  14. Groo The Wanderer

    Vendors advertise with known names and sites; "X" is all new, which means it has no reputation to the good as far as the advertisers are concerned.

    Some day Musk will realize all Musk's problems are rooted in Musk's behavior and flare-ups.

  15. Bebu Silver badge
    Windows

    Definition of "never"

    《Some day Musk will realize all Musk's problems are rooted in Musk's behavior and flare-ups.》

    If that were every likely to be the case I will have a pair of ice skates put in my coffin.

    In perhaps one of the infinite Everettian Many Worlds there is a Cantaloupe that might have sufficient self awareness to experience such a Road to Damascus insignt but this world isn't that one.

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