The 'brand safety' super omnia argument isn't nearly as straightforward as it's made out to be. Twitter already has an enormous amount of content that is perfec

The 'brand safety' super omnia argument isn't nearly as straightforward as it's made out to be. Twitter already has an enormous amount of content that is perfectly within the terms of service, yet that you wouldn't think most companies would want their ads next to. Hardcore pornography, for example. It more or less works out, because Twitter ads aren't associated with particular tweets in the same way that YouTube ads are associated with particular videos. The argument only goes through when you look at the platform reputation as a whole. That's why platforms like Parler have trouble attracting ads. There are a lot – a lot – of people trying to hit Twitter's platform reputation right now, but their problem is that the best place to degrade companies' (and people's) reputations is Twitter.