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

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

Perhaps, if X's ads business were faring better, it might have been more enthusiastic about undergoing an audit.

Additional coverage:

• Agencies have dealt with or heard about a higher level of ghosting this year, attributing the normalization of the practice to overwhelmed marketers who are so focused on short-term wins that any longer-term planning goes out the window, execs said in this Digiday+ Marketing Briefing.
• OpenAI’s mercurial state is prompting plenty of questions about what the fallout might mean for the future of generative AI.
• Modernizing audio ad sales is all about finding scaled ways to reach specific audiences and SiriusXM Media’s Lizzie Widhelm believes the ways to do that are going to get all the more creative in 2024.
• Influencer agency Billion Dollar Boy last week launched its new innovation unit, Muse, dedicated to generative AI and emerging technologies.
• ICYMI: How advertisers are grappling with the influx of retail media networks.