Led By New CEO, GroupM Evaluates Twitter As A Safer Platform

JAKARTA - The world's advertising agency, GroupM, through a Financial Times report on Friday, May 19 informed its clients that it no longer considers Twitter a "high risk" platform and "with extreme optimism" regarding the appointment of Linda Yaccarino as the new head.

Yacarino will take over a social media platform that is facing heavy debt challenges and burdens after he has successfully modernized the advertising business at NBCUniversal.

Last year, the WPP-owned GroupM called Twitter a "high-risk" platform for advertising following the takeover by Elon Musk. They highlighted several issues, including the large number of Twitter executives leaving or being fired, as well as a pseudo-profile wave that raised concerns about Twitter's ability to follow Federal Trade Commission's orders, as reported by various media.

GroupM refrained from happening to "return to normal" over the increasing amount of malicious content on the platform following the takeover, the FT reported.

The group has been waiting for Musk to restore senior leadership teams and work closely with Twitter to improve "brand security", the report added.

Last year, Twitter cut the number of employees by half, but the cuts were smaller to the team responsible for preventing the spread of misinformation, as advertisers withdrew their spending due to concerns about content moderation.

GroupM and Twitter themselves have not responded to a request for comment from Reuters on the report.