| From | Check My Ads <[email protected]> |
| Subject | Elon Musk is the one making Twitter worse for advertisers |
| Date | September 7, 2023 4:56 PM |
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cw4=3D.
Musk=E2=80=99s attack on the ADL is his latest move to distract from his ow=
n incompetence. Advertisers shouldn=E2=80=99t fall for it.
Many people spent Labor Day weekend relaxing. Elon Musk spent it spinning a=
ntisemitic tropes in his latest effort to disparage any organization trying=
to make X, formerly Twitter, safer for users and advertisers.
Musk claimed that the Anti-Defamation League is behind Twitter's declining =
ad sales. But let=E2=80=99s be clear: The only person responsible for Twitt=
er=E2=80=99s decline in ad sales is Musk.
Musk attacking his critics with lawsuits isn=E2=80=99t new. Recently Twitte=
r filed a lawsuit against the Center for Countering Digital Hate for invest=
igating the proliferation of disinformation and harassment on his platform.
The reality is that brands have pulled back advertising from Twitter becaus=
e they know the platform has become less brand safe since Musk=E2=80=99s ac=
quisition. Meanwhile, Twitter is using industry certification bodies like T=
AG in an attempt to bolster their reputation to advertisers.=20
At Check My Ads, we recently filed a formal complaint to the Trustworthy Ac=
countability Group (TAG) calling on them to open an investigation into whet=
her the platform is in breach of its brand safety guidelines.
In March 2023, TAG approved Twitter as =E2=80=9Cbrand safe=E2=80=9D. This w=
eek, TAG confirmed to Digiday they have opened an investigation. TAG claims=
to be a leading global certification program fighting criminal activity an=
d increasing trust in the digital advertising industry.
TAG declares their certification program =E2=80=9Cserves the entire digital=
advertising supply chain by providing transparency, choice and control for=
buyers =E2=80=93 enabling them to buy advertising inventory with confidenc=
e and creating a brand safety framework for sellers that increases the valu=
e of certified sellers' inventory.=E2=80=9D Based on this description, they=
need to clarify why Twitter=E2=80=99s brand safety certification was renew=
ed in March, 2023.
Since he took over Twitter, Musk has attacked researchers=E2=80=99 and advo=
cacy groups=E2=80=99 freedom of speech. Twitter fired effectively the whole=
content moderation team, and subcontractors they hired to keep the platfor=
m safe. Twitter has firmly cemented itself as the leading platform moving t=
he quickest towards spurring real-world violence, hate, and harassment.
These are business decisions they=E2=80=99ve made for all advertisers to se=
e. Any posturing by Elon Musk or Linda Yaccarino (Twitter=E2=80=99s new CEO=
) towards getting advertisers back is disingenuous considering their busine=
ss choices over the last 12 months. Musk's legal threats against ADL and CC=
DH highlight the priorities of those in charge of the platform, who would r=
ather silence their critics than clean up toxic content.
Thanks for being with us,
Claire & Nandini
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<tr style=3D"padding: 0; vertical-align: top; text-align: left=
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<th class=3D"columns small-12 large-12 first last default" st=
yle=3D"word-wrap: break-word; vertical-align: top; color: #3c4144; font-fam=
ily: arial,helvetica,sans-serif; font-weight: 400; padding: 0; text-align: =
left; font-size: 12pt; line-height: 1.5; margin: 0 auto; Margin: 0 auto; wo=
rd-break: break-word; width: 564px; padding-left: 24px; padding-right: 24px=
; border-collapse: collapse; padding-top: 5px; padding-bottom: 5px;"><h3 st=
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%; color: inherit; word-wrap: normal; font-weight: 400; margin-bottom: 10px=
; Margin-bottom: 10px; font-size: 28px; font-family: Montserrat, Verdana, s=
ans-serif;"><span style=3D"font-family: Montserrat, Verdana, sans-serif; fo=
nt-size: 20pt;"><strong>Musk=E2=80=99s attack on the ADL is his latest move=
to distract from his own incompetence. A<span class=3D"discussion-level-1 =
discussion-id-be804a0d-4972-4711-ba5b-8f2c5236bbd1 notion-enable-hover" dat=
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400; padding: 0; margin: 0; Margin: 0; text-align: left; font-size: 12pt; =
line-height: 1.5; margin-bottom: 10px; Margin-bottom: 10px;">Many people sp=
ent Labor Day weekend relaxing. Elon Musk <a title=3D"spent it spinning ant=
isemitic tropes" href=3D"[link removed]
ink/3-kKXWtBcsbMy5ZArgAVtFBLm8xh8pvJN1YZBFqccw4=3D/OBf6gZCC5MVwF6cKUn_YPT0J=
2IxO-BarKskex0BATno=3D" target=3D"_blank" rel=3D"noopener" style=3D"color: =
#0074d9; text-decoration: none; font-family: arial,helvetica,sans-serif; fo=
nt-weight: inherit; padding: 0; text-align: left; line-height: 1.5;">spent =
it spinning antisemitic tropes</a> in his latest effort to disparage any or=
ganization trying to make X, formerly Twitter, safer for users and advertis=
ers.</p> <p style=3D"color: #3c4144; font-family: arial,helvetica,sans-seri=
f; font-weight: 400; padding: 0; margin: 0; Margin: 0; text-align: left; fo=
nt-size: 12pt; line-height: 1.5; margin-bottom: 10px; Margin-bottom: 10px;"=
>Musk claimed that the Anti-Defamation League is behind Twitter's declining=
ad sales. But let=E2=80=99s be clear: The only person responsible for Twit=
ter=E2=80=99s decline in ad sales is Musk.</p> <p style=3D"color: #3c4144; =
font-family: arial,helvetica,sans-serif; font-weight: 400; padding: 0; marg=
in: 0; Margin: 0; text-align: left; font-size: 12pt; line-height: 1.5; marg=
in-bottom: 10px; Margin-bottom: 10px;">Musk attacking his critics with laws=
uits isn=E2=80=99t new. Recently Twitter filed a lawsuit against the Center=
for Countering Digital Hate for <a href=3D"[link removed]
ls/tracking/click-link/3-kKXWtBcsbMy5ZArgAVtFBLm8xh8pvJN1YZBFqccw4=3D/OBf6g=
ZCC5MVwF6cKUn_YPRKwRpJuOD2M7usCE8D_m70=3D" style=3D"color: #0074d9; text-de=
coration: none; font-family: arial,helvetica,sans-serif; font-weight: inher=
it; padding: 0; text-align: left; line-height: 1.5;">investigating</a> the =
proliferation of disinformation and harassment on his platform.</p> <p styl=
e=3D"color: #3c4144; font-family: arial,helvetica,sans-serif; font-weight: =
400; padding: 0; margin: 0; Margin: 0; text-align: left; font-size: 12pt; l=
ine-height: 1.5; margin-bottom: 10px; Margin-bottom: 10px;">The reality is =
that brands have pulled back advertising from Twitter because they know the=
platform has become less brand safe since Musk=E2=80=99s acquisition. Mean=
while, Twitter is using industry certification bodies like TAG in an attemp=
t to bolster their reputation to advertisers. </p> <p style=3D"color: =
#3c4144; font-family: arial,helvetica,sans-serif; font-weight: 400; padding=
: 0; margin: 0; Margin: 0; text-align: left; font-size: 12pt; line-height: =
1.5; margin-bottom: 10px; Margin-bottom: 10px;">At Check My Ads, we recentl=
y filed a formal complaint to the Trustworthy Accountability Group (TAG) ca=
lling on them to open an investigation into whether the platform is in brea=
ch of its brand safety guidelines.</p> <p style=3D"color: #3c4144; font-fam=
ily: arial,helvetica,sans-serif; font-weight: 400; padding: 0; margin: 0; M=
argin: 0; text-align: left; font-size: 12pt; line-height: 1.5; margin-botto=
m: 10px; Margin-bottom: 10px;">In March 2023, TAG approved Twitter as =E2=
=80=9Cbrand safe=E2=80=9D. This week, <a href=3D"[link removed]
/emails/tracking/click-link/3-kKXWtBcsbMy5ZArgAVtFBLm8xh8pvJN1YZBFqccw4=3D/=
OBf6gZCC5MVwF6cKUn_YPcjDgCT6FkXgpbaErO5JXfw=3D" style=3D"color: #0074d9; te=
xt-decoration: none; font-family: arial,helvetica,sans-serif; font-weight: =
inherit; padding: 0; text-align: left; line-height: 1.5;">TAG confirmed to =
Digiday</a> they have opened an investigation. TAG claims to be a leading g=
lobal certification program fighting criminal activity and increasing trust=
in the digital advertising industry.</p> <p style=3D"color: #3c4144; font-=
family: arial,helvetica,sans-serif; font-weight: 400; padding: 0; margin: 0=
; Margin: 0; text-align: left; font-size: 12pt; line-height: 1.5; margin-bo=
ttom: 10px; Margin-bottom: 10px;">TAG declares their certification program =
=E2=80=9Cserves the entire digital advertising supply chain by providing tr=
ansparency, choice and control for buyers =E2=80=93 enabling them to buy ad=
vertising inventory with confidence and creating a brand safety framework f=
or sellers that increases the value of certified sellers' inventory.=E2=80=
=9D Based on this description, they need to clarify why Twitter=E2=80=99s b=
rand safety certification was renewed in March, 2023.</p> <p style=3D"color=
: #3c4144; font-family: arial,helvetica,sans-serif; font-weight: 400; paddi=
ng: 0; margin: 0; Margin: 0; text-align: left; font-size: 12pt; line-height=
: 1.5; margin-bottom: 10px; Margin-bottom: 10px;">Since he took over Twitte=
r, Musk has attacked researchers=E2=80=99 and advocacy groups=E2=80=99 free=
dom of speech. Twitter <a href=3D"[link removed]
g/click-link/3-kKXWtBcsbMy5ZArgAVtFBLm8xh8pvJN1YZBFqccw4=3D/OBf6gZCC5MVwF6c=
KUn_YPUx-Yy_GPU8GAWL7mvozPyo=3D" style=3D"color: #0074d9; text-decoration: =
none; font-family: arial,helvetica,sans-serif; font-weight: inherit; paddin=
g: 0; text-align: left; line-height: 1.5;">fired effectively the whole</a> =
content moderation team, and <a href=3D"[link removed]
racking/click-link/3-kKXWtBcsbMy5ZArgAVtFBLm8xh8pvJN1YZBFqccw4=3D/OBf6gZCC5=
MVwF6cKUn_YPe6a85V7GsTED59_3plgEHo=3D" style=3D"color: #0074d9; text-decora=
tion: none; font-family: arial,helvetica,sans-serif; font-weight: inherit; =
padding: 0; text-align: left; line-height: 1.5;">subcontractors</a> they hi=
red to keep the platform safe. Twitter has firmly cemented itself as the le=
ading platform moving the quickest towards spurring real-world violence, ha=
te, and harassment.</p> <p style=3D"color: #3c4144; font-family: arial,helv=
etica,sans-serif; font-weight: 400; padding: 0; margin: 0; Margin: 0; text-=
align: left; font-size: 12pt; line-height: 1.5; margin-bottom: 10px; Margin=
-bottom: 10px;">These are business decisions they=E2=80=99ve made for all a=
dvertisers to see. Any posturing by Elon Musk or Linda Yaccarino (Twitter=
=E2=80=99s new CEO) towards getting advertisers back is disingenuous consid=
ering their business choices over the last 12 months. Musk's legal threats =
against ADL and CCDH highlight the priorities of those in charge of the pla=
tform, who would rather silence their critics than clean up toxic content.<=
/p> <p style=3D"color: #3c4144; font-family: arial,helvetica,sans-serif; fo=
nt-weight: 400; padding: 0; margin: 0; Margin: 0; text-align: left; font-si=
ze: 12pt; line-height: 1.5; margin-bottom: 10px; Margin-bottom: 10px;">Than=
ks for being with us,</p> <p style=3D"color: #3c4144; font-family: arial,he=
lvetica,sans-serif; font-weight: 400; padding: 0; margin: 0; Margin: 0; tex=
t-align: left; font-size: 12pt; line-height: 1.5; margin-bottom: 10px; Marg=
in-bottom: 10px;">Claire & Nandini</p></th>=20
</tr>=20
</tbody>
</table>=20
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rc=3D"[link removed]" bo=
rder=3D"0" alt=3D"LinkedIn" style=3D"outline: none; text-decoration: none; =
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ne-height: 2em; border-collapse: collapse; padding-top: 10px;">=20
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This email was sent to [email protected]. <a href=3D=
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e to unsubscribe.</a>
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orgId=3Dcheckmyads&emailId=d9602c133f4368e6a0ed7ce454b76868dm172101=
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------=_Part_114734006_135082267.1694105788014--
------=_Part_114734001_91378839.1694105787966--
If you're having trouble viewing this email, you can see it online, [link removed].
Musk’s attack on the ADL is his latest move to distract from his own incompetence. Advertisers shouldn’t fall for it.
Many people spent Labor Day weekend relaxing. Elon Musk spent it spinning antisemitic tropes in his latest effort to disparage any organization trying to make X, formerly Twitter, safer for users and advertisers.
Musk claimed that the Anti-Defamation League is behind Twitter's declining ad sales. But let’s be clear: The only person responsible for Twitter’s decline in ad sales is Musk.
Musk attacking his critics with lawsuits isn’t new. Recently Twitter filed a lawsuit against the Center for Countering Digital Hate for investigating the proliferation of disinformation and harassment on his platform.
The reality is that brands have pulled back advertising from Twitter because they know the platform has become less brand safe since Musk’s acquisition. Meanwhile, Twitter is using industry certification bodies like TAG in an attempt to bolster their reputation to advertisers.
At Check My Ads, we recently filed a formal complaint to the Trustworthy Accountability Group (TAG) calling on them to open an investigation into whether the platform is in breach of its brand safety guidelines.
In March 2023, TAG approved Twitter as “brand safe”. This week, TAG confirmed to Digiday they have opened an investigation. TAG claims to be a leading global certification program fighting criminal activity and increasing trust in the digital advertising industry.
TAG declares their certification program “serves the entire digital advertising supply chain by providing transparency, choice and control for buyers – enabling them to buy advertising inventory with confidence and creating a brand safety framework for sellers that increases the value of certified sellers' inventory.” Based on this description, they need to clarify why Twitter’s brand safety certification was renewed in March, 2023.
Since he took over Twitter, Musk has attacked researchers’ and advocacy groups’ freedom of speech. Twitter fired effectively the whole content moderation team, and subcontractors they hired to keep the platform safe. Twitter has firmly cemented itself as the leading platform moving the quickest towards spurring real-world violence, hate, and harassment.
These are business decisions they’ve made for all advertisers to see. Any posturing by Elon Musk or Linda Yaccarino (Twitter’s new CEO) towards getting advertisers back is disingenuous considering their business choices over the last 12 months. Musk's legal threats against ADL and CCDH highlight the priorities of those in charge of the platform, who would rather silence their critics than clean up toxic content.
Thanks for being with us,
Claire & Nandini
This email was sent to [email protected]. Click here to [link removed].
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If you're having trouble viewing this email, you can see it online, https:/=
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cw4=3D.
Musk=E2=80=99s attack on the ADL is his latest move to distract from his ow=
n incompetence. Advertisers shouldn=E2=80=99t fall for it.
Many people spent Labor Day weekend relaxing. Elon Musk spent it spinning a=
ntisemitic tropes in his latest effort to disparage any organization trying=
to make X, formerly Twitter, safer for users and advertisers.
Musk claimed that the Anti-Defamation League is behind Twitter's declining =
ad sales. But let=E2=80=99s be clear: The only person responsible for Twitt=
er=E2=80=99s decline in ad sales is Musk.
Musk attacking his critics with lawsuits isn=E2=80=99t new. Recently Twitte=
r filed a lawsuit against the Center for Countering Digital Hate for invest=
igating the proliferation of disinformation and harassment on his platform.
The reality is that brands have pulled back advertising from Twitter becaus=
e they know the platform has become less brand safe since Musk=E2=80=99s ac=
quisition. Meanwhile, Twitter is using industry certification bodies like T=
AG in an attempt to bolster their reputation to advertisers.=20
At Check My Ads, we recently filed a formal complaint to the Trustworthy Ac=
countability Group (TAG) calling on them to open an investigation into whet=
her the platform is in breach of its brand safety guidelines.
In March 2023, TAG approved Twitter as =E2=80=9Cbrand safe=E2=80=9D. This w=
eek, TAG confirmed to Digiday they have opened an investigation. TAG claims=
to be a leading global certification program fighting criminal activity an=
d increasing trust in the digital advertising industry.
TAG declares their certification program =E2=80=9Cserves the entire digital=
advertising supply chain by providing transparency, choice and control for=
buyers =E2=80=93 enabling them to buy advertising inventory with confidenc=
e and creating a brand safety framework for sellers that increases the valu=
e of certified sellers' inventory.=E2=80=9D Based on this description, they=
need to clarify why Twitter=E2=80=99s brand safety certification was renew=
ed in March, 2023.
Since he took over Twitter, Musk has attacked researchers=E2=80=99 and advo=
cacy groups=E2=80=99 freedom of speech. Twitter fired effectively the whole=
content moderation team, and subcontractors they hired to keep the platfor=
m safe. Twitter has firmly cemented itself as the leading platform moving t=
he quickest towards spurring real-world violence, hate, and harassment.
These are business decisions they=E2=80=99ve made for all advertisers to se=
e. Any posturing by Elon Musk or Linda Yaccarino (Twitter=E2=80=99s new CEO=
) towards getting advertisers back is disingenuous considering their busine=
ss choices over the last 12 months. Musk's legal threats against ADL and CC=
DH highlight the priorities of those in charge of the platform, who would r=
ather silence their critics than clean up toxic content.
Thanks for being with us,
Claire & Nandini
This email was sent to [email protected]. Click here to [link removed]
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emailId=3Dd9602c133f4368e6a0ed7ce454b76868dm172101d96&userId=3DYZi1e6b19Xtj=
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</head>=20
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eft; font-size: 12pt; line-height: 1.5; width: 100%;"> <!--[if !gte mso 9]>=
<!--><span style=3D"display:none !important; font-size:0px; line-height:0px=
; max-height:0px; max-width:0px; opacity:0; overflow:hidden; visibility:hid=
den; mso-hide:all;"><!--NEONCRM-PREVIEW-TEXT-START----><!--NEONCRM-PREVIEW-=
TEXT-END-----></span> <!--<![endif]-->=20
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ackground-color: #FFFFFF;">=20
<tbody>
<tr style=3D"padding: 0; vertical-align: top; text-align: left;">=
=20
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3c4144; font-family: arial,helvetica,sans-serif; font-weight: 400; padding:=
0; margin: 0; Margin: 0; text-align: left; font-size: 12pt; line-height: 1=
.5; border-collapse: collapse;">=20
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: collapse; vertical-align: top; text-align: left; padding: 0; position: re=
lative; width: 100%; display: table; margin: 0; Margin: 0; font-family: ari=
al,helvetica,sans-serif; min-height: 16px;">=20
<tbody>
<tr style=3D"padding: 0; vertical-align: top; text-align: left=
;">=20
<th class=3D"columns small-12 large-12 first last" style=3D"w=
ord-wrap: break-word; vertical-align: top; color: #3c4144; font-family: ari=
al,helvetica,sans-serif; font-weight: 400; padding: 0; text-align: left; ma=
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If you're having trouble viewing this email, you can <a hre=
f=3D"[link removed]
rgAVtFBLm8xh8pvJN1YZBFqccw4=3D/OBf6gZCC5MVwF6cKUn_YPfbihowBsF3mtElX0wGnp3o=
=3D" target=3D"_blank" title=3D"View email online" style=3D"color: #0074d9;=
text-decoration: none; font-family: arial,helvetica,sans-serif; font-weigh=
t: inherit; padding: 0; text-align: left; line-height: 1.5;">see it online<=
/a>.
</center> </th>=20
</tr>=20
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<table class=3D"row" style=3D"border-spacing: 0; border-collapse=
: collapse; vertical-align: top; text-align: left; padding: 0; position: re=
lative; width: 100%; display: table; margin: 0; Margin: 0; font-family: ari=
al,helvetica,sans-serif;">=20
<tbody>
<tr style=3D"padding: 0; vertical-align: top; text-align: left=
;">=20
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; padding-right: 24px; border-collapse: collapse; padding: 0;">=20
<center style=3D"width: 100%; min-width: 532px;">=20
</center> </th>=20
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>=20
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<tr style=3D"padding: 0; vertical-align: top; text-align: left=
;">=20
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yle=3D"word-wrap: break-word; vertical-align: top; color: #3c4144; font-fam=
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<figure class style=3D"margin: 0 0 1rem; Margin: 0 0 1rem;">
<!--[if mso]><center><![end-if]-->
<img class=3D"align-center" src=3D"[link removed]
eoncrm.com/neon/resource/checkmyads/images/cma_header_bullyingandhate.png" =
alt=3D"Text that reads " width=3D"600" align=3D"center" style=3D"outline: n=
one; text-decoration: none; -ms-interpolation-mode: bicubic; max-width: 100=
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; text-align: center; height: auto;"><!--[if mso]></center><![end-if]-->
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vetica,sans-serif; font-weight: 400; padding: 0; margin: 0; Margin: 0; text=
-align: left; font-size: 12pt; line-height: 1.5; margin-bottom: 10px; Margi=
n-bottom: 10px;"> </p></th>=20
</tr>=20
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acing: 0; border-collapse: collapse; vertical-align: top; text-align: left;=
padding: 0; position: relative; width: 100%; display: table; margin: 0; Ma=
rgin: 0; background-color: #FFFFFF; font-family: arial,helvetica,sans-serif=
;">=20
<tbody>
<tr style=3D"padding: 0; vertical-align: top; text-align: left=
;">=20
<th class=3D"columns small-12 large-12 first last divider" st=
yle=3D"word-wrap: break-word; vertical-align: top; color: #3c4144; font-fam=
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left; font-size: 12pt; line-height: 1.5; margin: 0 auto; Margin: 0 auto; wo=
rd-break: break-word; width: 564px; padding-left: 24px; padding-right: 24px=
; border-collapse: collapse; padding-bottom: 0; padding-top: 0;">
<div>
<!--[if mso]><center><![end-if]-->=20
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a-lineheight=3D"1">
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</div></th>=20
</tr>=20
</tbody>
</table>=20
<table class=3D"row content-row-blockpadding" style=3D"border-sp=
acing: 0; border-collapse: collapse; vertical-align: top; text-align: left;=
padding: 0; position: relative; width: 100%; display: table; margin: 0; Ma=
rgin: 0; background-color: #FFFFFF; font-family: arial,helvetica,sans-serif=
;">=20
<tbody>
<tr style=3D"padding: 0; vertical-align: top; text-align: left=
;">=20
<th class=3D"columns small-12 large-12 first last default" st=
yle=3D"word-wrap: break-word; vertical-align: top; color: #3c4144; font-fam=
ily: arial,helvetica,sans-serif; font-weight: 400; padding: 0; text-align: =
left; font-size: 12pt; line-height: 1.5; margin: 0 auto; Margin: 0 auto; wo=
rd-break: break-word; width: 564px; padding-left: 24px; padding-right: 24px=
; border-collapse: collapse; padding-top: 5px; padding-bottom: 5px;"><h3 st=
yle=3D"padding: 0; margin: 0; Margin: 0; text-align: left; line-height: 130=
%; color: inherit; word-wrap: normal; font-weight: 400; margin-bottom: 10px=
; Margin-bottom: 10px; font-size: 28px; font-family: Montserrat, Verdana, s=
ans-serif;"><span style=3D"font-family: Montserrat, Verdana, sans-serif; fo=
nt-size: 20pt;"><strong>Musk=E2=80=99s attack on the ADL is his latest move=
to distract from his own incompetence. A<span class=3D"discussion-level-1 =
discussion-id-be804a0d-4972-4711-ba5b-8f2c5236bbd1 notion-enable-hover" dat=
a-token-index=3D"1">dvertisers shouldn=E2=80=99t fall for it</span>.</stron=
g></span></h3></th>=20
</tr>=20
</tbody>
</table>=20
<table class=3D"row content-row-blockpadding" style=3D"border-sp=
acing: 0; border-collapse: collapse; vertical-align: top; text-align: left;=
padding: 0; position: relative; width: 100%; display: table; margin: 0; Ma=
rgin: 0; background-color: #FFFFFF; font-family: arial,helvetica,sans-serif=
;">=20
<tbody>
<tr style=3D"padding: 0; vertical-align: top; text-align: left=
;">=20
<th class=3D"columns small-12 large-12 first last default" st=
yle=3D"word-wrap: break-word; vertical-align: top; color: #3c4144; font-fam=
ily: arial,helvetica,sans-serif; font-weight: 400; padding: 0; text-align: =
left; font-size: 12pt; line-height: 1.5; margin: 0 auto; Margin: 0 auto; wo=
rd-break: break-word; width: 564px; padding-left: 24px; padding-right: 24px=
; border-collapse: collapse; padding-top: 5px; padding-bottom: 5px;"><p sty=
le=3D"color: #3c4144; font-family: arial,helvetica,sans-serif; font-weight:=
400; padding: 0; margin: 0; Margin: 0; text-align: left; font-size: 12pt; =
line-height: 1.5; margin-bottom: 10px; Margin-bottom: 10px;">Many people sp=
ent Labor Day weekend relaxing. Elon Musk <a title=3D"spent it spinning ant=
isemitic tropes" href=3D"[link removed]
ink/3-kKXWtBcsbMy5ZArgAVtFBLm8xh8pvJN1YZBFqccw4=3D/OBf6gZCC5MVwF6cKUn_YPT0J=
2IxO-BarKskex0BATno=3D" target=3D"_blank" rel=3D"noopener" style=3D"color: =
#0074d9; text-decoration: none; font-family: arial,helvetica,sans-serif; fo=
nt-weight: inherit; padding: 0; text-align: left; line-height: 1.5;">spent =
it spinning antisemitic tropes</a> in his latest effort to disparage any or=
ganization trying to make X, formerly Twitter, safer for users and advertis=
ers.</p> <p style=3D"color: #3c4144; font-family: arial,helvetica,sans-seri=
f; font-weight: 400; padding: 0; margin: 0; Margin: 0; text-align: left; fo=
nt-size: 12pt; line-height: 1.5; margin-bottom: 10px; Margin-bottom: 10px;"=
>Musk claimed that the Anti-Defamation League is behind Twitter's declining=
ad sales. But let=E2=80=99s be clear: The only person responsible for Twit=
ter=E2=80=99s decline in ad sales is Musk.</p> <p style=3D"color: #3c4144; =
font-family: arial,helvetica,sans-serif; font-weight: 400; padding: 0; marg=
in: 0; Margin: 0; text-align: left; font-size: 12pt; line-height: 1.5; marg=
in-bottom: 10px; Margin-bottom: 10px;">Musk attacking his critics with laws=
uits isn=E2=80=99t new. Recently Twitter filed a lawsuit against the Center=
for Countering Digital Hate for <a href=3D"[link removed]
ls/tracking/click-link/3-kKXWtBcsbMy5ZArgAVtFBLm8xh8pvJN1YZBFqccw4=3D/OBf6g=
ZCC5MVwF6cKUn_YPRKwRpJuOD2M7usCE8D_m70=3D" style=3D"color: #0074d9; text-de=
coration: none; font-family: arial,helvetica,sans-serif; font-weight: inher=
it; padding: 0; text-align: left; line-height: 1.5;">investigating</a> the =
proliferation of disinformation and harassment on his platform.</p> <p styl=
e=3D"color: #3c4144; font-family: arial,helvetica,sans-serif; font-weight: =
400; padding: 0; margin: 0; Margin: 0; text-align: left; font-size: 12pt; l=
ine-height: 1.5; margin-bottom: 10px; Margin-bottom: 10px;">The reality is =
that brands have pulled back advertising from Twitter because they know the=
platform has become less brand safe since Musk=E2=80=99s acquisition. Mean=
while, Twitter is using industry certification bodies like TAG in an attemp=
t to bolster their reputation to advertisers. </p> <p style=3D"color: =
#3c4144; font-family: arial,helvetica,sans-serif; font-weight: 400; padding=
: 0; margin: 0; Margin: 0; text-align: left; font-size: 12pt; line-height: =
1.5; margin-bottom: 10px; Margin-bottom: 10px;">At Check My Ads, we recentl=
y filed a formal complaint to the Trustworthy Accountability Group (TAG) ca=
lling on them to open an investigation into whether the platform is in brea=
ch of its brand safety guidelines.</p> <p style=3D"color: #3c4144; font-fam=
ily: arial,helvetica,sans-serif; font-weight: 400; padding: 0; margin: 0; M=
argin: 0; text-align: left; font-size: 12pt; line-height: 1.5; margin-botto=
m: 10px; Margin-bottom: 10px;">In March 2023, TAG approved Twitter as =E2=
=80=9Cbrand safe=E2=80=9D. This week, <a href=3D"[link removed]
/emails/tracking/click-link/3-kKXWtBcsbMy5ZArgAVtFBLm8xh8pvJN1YZBFqccw4=3D/=
OBf6gZCC5MVwF6cKUn_YPcjDgCT6FkXgpbaErO5JXfw=3D" style=3D"color: #0074d9; te=
xt-decoration: none; font-family: arial,helvetica,sans-serif; font-weight: =
inherit; padding: 0; text-align: left; line-height: 1.5;">TAG confirmed to =
Digiday</a> they have opened an investigation. TAG claims to be a leading g=
lobal certification program fighting criminal activity and increasing trust=
in the digital advertising industry.</p> <p style=3D"color: #3c4144; font-=
family: arial,helvetica,sans-serif; font-weight: 400; padding: 0; margin: 0=
; Margin: 0; text-align: left; font-size: 12pt; line-height: 1.5; margin-bo=
ttom: 10px; Margin-bottom: 10px;">TAG declares their certification program =
=E2=80=9Cserves the entire digital advertising supply chain by providing tr=
ansparency, choice and control for buyers =E2=80=93 enabling them to buy ad=
vertising inventory with confidence and creating a brand safety framework f=
or sellers that increases the value of certified sellers' inventory.=E2=80=
=9D Based on this description, they need to clarify why Twitter=E2=80=99s b=
rand safety certification was renewed in March, 2023.</p> <p style=3D"color=
: #3c4144; font-family: arial,helvetica,sans-serif; font-weight: 400; paddi=
ng: 0; margin: 0; Margin: 0; text-align: left; font-size: 12pt; line-height=
: 1.5; margin-bottom: 10px; Margin-bottom: 10px;">Since he took over Twitte=
r, Musk has attacked researchers=E2=80=99 and advocacy groups=E2=80=99 free=
dom of speech. Twitter <a href=3D"[link removed]
g/click-link/3-kKXWtBcsbMy5ZArgAVtFBLm8xh8pvJN1YZBFqccw4=3D/OBf6gZCC5MVwF6c=
KUn_YPUx-Yy_GPU8GAWL7mvozPyo=3D" style=3D"color: #0074d9; text-decoration: =
none; font-family: arial,helvetica,sans-serif; font-weight: inherit; paddin=
g: 0; text-align: left; line-height: 1.5;">fired effectively the whole</a> =
content moderation team, and <a href=3D"[link removed]
racking/click-link/3-kKXWtBcsbMy5ZArgAVtFBLm8xh8pvJN1YZBFqccw4=3D/OBf6gZCC5=
MVwF6cKUn_YPe6a85V7GsTED59_3plgEHo=3D" style=3D"color: #0074d9; text-decora=
tion: none; font-family: arial,helvetica,sans-serif; font-weight: inherit; =
padding: 0; text-align: left; line-height: 1.5;">subcontractors</a> they hi=
red to keep the platform safe. Twitter has firmly cemented itself as the le=
ading platform moving the quickest towards spurring real-world violence, ha=
te, and harassment.</p> <p style=3D"color: #3c4144; font-family: arial,helv=
etica,sans-serif; font-weight: 400; padding: 0; margin: 0; Margin: 0; text-=
align: left; font-size: 12pt; line-height: 1.5; margin-bottom: 10px; Margin=
-bottom: 10px;">These are business decisions they=E2=80=99ve made for all a=
dvertisers to see. Any posturing by Elon Musk or Linda Yaccarino (Twitter=
=E2=80=99s new CEO) towards getting advertisers back is disingenuous consid=
ering their business choices over the last 12 months. Musk's legal threats =
against ADL and CCDH highlight the priorities of those in charge of the pla=
tform, who would rather silence their critics than clean up toxic content.<=
/p> <p style=3D"color: #3c4144; font-family: arial,helvetica,sans-serif; fo=
nt-weight: 400; padding: 0; margin: 0; Margin: 0; text-align: left; font-si=
ze: 12pt; line-height: 1.5; margin-bottom: 10px; Margin-bottom: 10px;">Than=
ks for being with us,</p> <p style=3D"color: #3c4144; font-family: arial,he=
lvetica,sans-serif; font-weight: 400; padding: 0; margin: 0; Margin: 0; tex=
t-align: left; font-size: 12pt; line-height: 1.5; margin-bottom: 10px; Marg=
in-bottom: 10px;">Claire & Nandini</p></th>=20
</tr>=20
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If you're having trouble viewing this email, you can see it online, [link removed].
Musk’s attack on the ADL is his latest move to distract from his own incompetence. Advertisers shouldn’t fall for it.
Many people spent Labor Day weekend relaxing. Elon Musk spent it spinning antisemitic tropes in his latest effort to disparage any organization trying to make X, formerly Twitter, safer for users and advertisers.
Musk claimed that the Anti-Defamation League is behind Twitter's declining ad sales. But let’s be clear: The only person responsible for Twitter’s decline in ad sales is Musk.
Musk attacking his critics with lawsuits isn’t new. Recently Twitter filed a lawsuit against the Center for Countering Digital Hate for investigating the proliferation of disinformation and harassment on his platform.
The reality is that brands have pulled back advertising from Twitter because they know the platform has become less brand safe since Musk’s acquisition. Meanwhile, Twitter is using industry certification bodies like TAG in an attempt to bolster their reputation to advertisers.
At Check My Ads, we recently filed a formal complaint to the Trustworthy Accountability Group (TAG) calling on them to open an investigation into whether the platform is in breach of its brand safety guidelines.
In March 2023, TAG approved Twitter as “brand safe”. This week, TAG confirmed to Digiday they have opened an investigation. TAG claims to be a leading global certification program fighting criminal activity and increasing trust in the digital advertising industry.
TAG declares their certification program “serves the entire digital advertising supply chain by providing transparency, choice and control for buyers – enabling them to buy advertising inventory with confidence and creating a brand safety framework for sellers that increases the value of certified sellers' inventory.” Based on this description, they need to clarify why Twitter’s brand safety certification was renewed in March, 2023.
Since he took over Twitter, Musk has attacked researchers’ and advocacy groups’ freedom of speech. Twitter fired effectively the whole content moderation team, and subcontractors they hired to keep the platform safe. Twitter has firmly cemented itself as the leading platform moving the quickest towards spurring real-world violence, hate, and harassment.
These are business decisions they’ve made for all advertisers to see. Any posturing by Elon Musk or Linda Yaccarino (Twitter’s new CEO) towards getting advertisers back is disingenuous considering their business choices over the last 12 months. Musk's legal threats against ADL and CCDH highlight the priorities of those in charge of the platform, who would rather silence their critics than clean up toxic content.
Thanks for being with us,
Claire & Nandini
This email was sent to [email protected]. Click here to [link removed].
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