Twitter shares rise; platform shares ads transparency update

Twitter shares closed higher Thursday, as the microblogging site announced an updated ads transparency service.

Twitter shares rise; platform shares ads transparency update

Twitter shares closed higher Thursday as the social media platform shared an update on its ads transparency plans. A new service from the site means that anyone can find out who is advertising on Twitter and a more enhanced ads transparency service will be available in the future.

Twitter shares closed 2.52% higher at $44.79. The stock has been broadly steady in recent weeks at a new, higher level.

Twitter ads transparency

Twitter announced Thursday that it had progressed with its ads transparency plans and has created the Ads Transparency Centre. The social media site’s new feature means anyone can view any ads that have been put on Twitter.

And, for US Federal election campaign ads, the site offers an even greater level of transparency, including billing information and analytics data such as impression data, per tweet.

“In addition to the information being shared within the Ads Transparency Center itself, we are making it clearer than ever who is advertising US federal political campaign content on Twitter by including a visual badge and disclaimer information on promoted content from certified accounts,” Twitter’s General Manager of Revenue Product, Bruce Falck said in a blog post.

“This will allow users to easily identify political campaign ads, know who paid for them, and whether it was authorized by a candidate,” he added.

Twitter advances in fight against spam

The update on its ad transparency feature follows just two days after the site shared further advances in its battle against malicious spam.

Thanks to the improved technology it has invested in, Twitter said it is now investigating problematic accounts, rather than reacting to reports.

This new process has resulted in the site shutting down 214% more accounts for “violating our spam policies.”

And, showing the success of its new way of handling malicious spammers, there have been fewer reports of malicious spam. Indeed, the average number of daily reports of spam has fallen from 25,000 to 17,000.

“These numbers tell us that our tools are working: We’re preventing or catching more of this activity ourselves before you ever see it on Twitter,” Yoel Roth and Del Harvey said in a blog post.

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