Sunday, December 3, 2023

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    Brand safety concerns mount as X (formerly Twitter) pulls out of MRC audit

    Marketers will have to keep (blindly) trusting X, formerly Twitter, when it says it’s a safe place for advertising. Unfortunately, they can’t verify those claims independently.

    The platform recently opted out of independent auditing by Ernst & Young for its Media Rating Council (MRC) brand safety credentials. X cited existing resource constraints and ongoing technological challenges as the reasons it could not continue with the formal audit right now, though the company is open to revisiting it down the line, an MRC spokesperson told Digiday.

    X hadn’t engaged in the formal audit process for content level brand safety after its pre-assessment process, which was completed and reviewed in early 2023. As a result, “The MRC intends to remove X from an in-process status and will note this change as part of our periodic status update disclosures. X will not be considered in-process until the company formally re-engages in an MRC audit,” the spokesperson said.

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