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. November 21, 2023 [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](. Other things to know about - Join us December 4-6 at the [Digiday Programmatic Marketing Summit](, where we’ll connect attendees with leaders from Ogilvy, PMG and many more. Don't miss this opportunity to secure months' worth of meetings over the span of just three days. - Companies with a connected commercial team — marketing, sales and service — [are increasingly profitable](. Sponsored by Alexander Group. - With AI and machine learning advancements, contextual technology is [understanding online content's nuanced meanings and sentiments](. Sponsored by Seedtag. Top Stories Ivy Liu [Brand Safety]( [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. howdy! [Evolving Agencies]( [Marketing Briefing: As clients manage a difficult year, ghosting normalization leaves some agencies without answers]( Some agency execs say they’ve 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. [Sponsored by Pixability]( [How brands are using YouTube for full-funnel campaigns]( As YouTube viewing habits shift from mobile to TV, so have advertisers’ media strategies. Advertisement howdy! [Generative AI]( [The Rundown: OpenAI’s upheaval raises new questions about the industry’s generative AI players]( OpenAI’s mercurial state is prompting plenty of questions about what the fallout might mean for the future of generative AI. [Sponsored by Clinch]( [Why AI and new workflows have enabled advertisers to accelerate dynamic creative optimization]( Adding dynamic creative optimization technology to the marketing toolkit is unlocking opportunities for advertisers and agencies to iterate further and discover innovative campaign directions quickly. howdy! [Audio Anywhere]( [From AI voice cloning to personalized playlists, how SiriusXM Media's Lizzie Widhelm is automating audio ad sales]( Modernizing audio ad sales is all about finding scaled ways to reach specific audiences and Widhelm believes the ways to do that are going to get all the more creative in 2024. Advertisement [Sponsored by Nexxen]( [Why brands and retailers are focusing on commerce media and commerce data]( As online shopping booms, e-commerce companies and mass merchants are tapping into the value of commerce media — monetizing first-party data on their digital properties. howdy! [Generative AI]( [Influencer agency Billion Dollar Boy creates new unit for emerging tech — like generative AI]( Influencer agency Billion Dollar Boy last week launched its new innovation unit, Muse, dedicated to generative AI and emerging technologies. howdy! [The Creator Economy]( [Influencer or creator? Here’s how marketers can know who to hire]( Influencer and creator marketing is still on the rise, and the shifts that affect whether marketers partner with one versus the other are just part of the ongoing evolution. [All Latest Stories]( You received this email because you’re a member of the Digiday community. If someone forwarded this to you, [subscribe for yourself here](#). [Unsubscribe from this newsletter or update your preferences](. I don't want to hear from Digiday anymore. [Stop receiving all Digiday emails](. Digiday Media, One Liberty Plaza, 9th Floor, New York, NY 10006 [Forward to a Friend](