X, the platform formerly known as Twitter, is looking for a new Head of Brand Safety, according to an email shared with employees. This comes at a crucial time for the platform, which has struggled to win back advertisers since Elon Musk\u2019s takeover in October.<\/p>\n\n\n\n
Brainlabs\u2019 Kani Dang and Jon Molina spoke with Digiday\u2019s Krystal Scanlon about it. <\/p>\n\n\n\n
\u201cKnowing that the decision to hire is ultimately decided by Elon, it\u2019s to be seen what he is willing to defer in terms of control to restore confidence in X,\u201d said Jon Molina, VP of Paid Social at Brainlabs.<\/p>\n\n\n\n
Molina said, \u201cat this stage it\u2019s hard to say if the hiring of a head of brand safety alone is going to bring any material change in terms of restoring discourse on the platform to some semblance of civility\u201d.<\/p>\n\n\n\n
According to Kani Dang, Director, Paid Social at Brainlabs, the new head of brand safety needs to have a backbone. \u201c[They need to be] someone who is able to push back on Elon Musk\u2019s initiatives and keep moving forward with their crucial clean-up tasks.\u201d<\/p>\n\n\n\n
Dang further pointed out, advertisers seriously need transparency and clarity on how this new role will tackle the lack of safeguard evident on the platform in the last several months. \u201cI currently cannot advise our clients to advertise on X\/Twitter as we are unsure if and when our ads will show up next to NSFW content or extremely political content,\u201d Dang said. \u201cUntil advertisers and agencies have a clear view into how content is regulated, it proves challenging to trust in brand safety on X\/ Twitter.\u201d<\/p>\n\n\n\n