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.
The move could indicate X's willingness to invest in its ad offerings - a continuously contentious topic since controversial billionaire Elon Musk took over the platform a year ago. When an ads business is booming, it's easier to justify investing time and money to secure that kind of accreditation. Because obtaining accreditation should pay off since it's a prerequisite for many marketers before they invest significant sums into a platform. But this is also the second time the platform has pulled out of it. X had previously halted the process back in 2017, due to various reasons, including changes to the platform's management team, George Ivie, CEO of MRC to Digiday back in September. And yet six years later, not much appears to have changed.
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