Twitter informed advertisers in an email that it would be introducing new controls as early as next week to allow businesses to prevent their advertisements from appearing either above or below tweets containing specific keywords.
The new controls are a part of Twitter’s effort to reassure and win back advertisers who have withdrawn their ads from the platform since it was acquired by billionaire Elon Musk in October. This is in response to reports from civil rights groups that hate speech has increased since the acquisition, as well as the reinstatement of several banned or suspended accounts.
Nearly 90% of Twitter’s revenue comes from the sale of online advertisements. Recently, Musk blamed a “massive drop in revenue” on civil rights groups that persuaded businesses to halt their Twitter advertising.
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