For brands, the ad tech industry’s secrecy can be expensive. It’s time to accept advertising without surveillance.
Due to worries about “brand safety,” several of the biggest advertising firms in the world have recommended customers halt promoting their brands on the social media network following Elon Musk’s disastrous takeover of Twitter. It’s unknown whether Musk’s efforts to win back any advertisers by giving generous incentives, such as matching their ad expenditure, have been successful. Advertisers won’t likely return until the company’s new leadership clarifies their intentions for building brand confidence because there is no strong assurance that brand-damaging situations will be avoided.