Observed Signal · Mar 28, 2023 · Policy Update · Source: OnlineMarketing.de · Impact: 4/5 · Sentiment: Neutral
Twitter For You Recs Restricted to Verified Accounts
Twitter plans to restrict its For You recommendations to verified accounts starting April 15, as stated by Elon Musk. The change would limit which tweets appear in users’ For You feeds and polls to verified accounts. Musk argues the move is the only realistic way to counter advanced AI bot swarms. The policy follows Twitter’s plan to wind down the Legacy verification program, with a new model where verification badges are granted only to Twitter verified companies, government bodies, or Twitter Blue subscribers. In the US, Twitter Blue reportedly had about 180,000 paying subscribers in February, underscoring a revenue motive. The Verge has suggested that prior promises, such as ad revenue sharing with Twitter Blue and publishing the algorithm, have not yet materialized. While observers debate enforcement, supporters contend the change could boost revenue and encourage more users to subscribe.
Policy update on a major platform (Twitter) with potential impact on reach and monetization.
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Key Takeaways & Evidence Grounding
- From April 15, only verified accounts will be eligible to be in For You recommendations.
- The new verification model restricts Verification Badges to Twitter verified companies, government agencies, or Twitter Blue subscribers.
- In February, Twitter Blue reportedly had about 180,000 paying subscribers in the US.
- Musk described the change as the only realistic way to address advanced AI bot swarms; polls would require verification as well.
- The Verge reported that promises like ad revenue sharing and algorithm publishing have not yet been fulfilled.
Connected Companies & Entities
1 Entity mappedOntology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Windows 11 Search Upgrade, Copilot Gets File Access
Microsoft announced two upcoming updates for Windows 11: an enhanced search feature and expanded Copilot capabilities. The new search allows users to directly adjust settings like dark mode, take screenshots, and change volume from the search bar, with future ability to compose and send messages. Copilot's 'Hybrid Intelligence' feature, introduced at a Microsoft event, enables the AI to access local files and perform actions across the OS, such as finding, renaming, zipping documents, and attaching them to emails. Jacob Andreou, EVP of Copilot, demonstrated this in a tax return example. The rollout will be gradual, requiring user permission for file access. The search upgrade is expected later this year, with no exact date specified.
Publishers Use Registration Walls to Fight AI Traffic Decline
As referral traffic from search engines declines, especially due to AI Overviews, publishers are increasingly turning to registration walls to convert anonymous visitors into known users. This strategy aims to deepen engagement, gather first-party data for better ad targeting, and potentially increase programmatic ad rates. The Verge plans to test a hard registration wall on a cohort of readers. Publishers report that registered users can yield ad rates up to eight times higher. However, some publishers found that registration walls do not always lead to subscriptions, and for many, the revenue from subscriptions is insufficient to offset traffic losses. The trend reflects a broader shift towards first-party data and known audiences in response to AI-driven changes in search and referral traffic.
Publishers Frustrated by Opaque AI Licensing Deals; Google Zero Debate
At the Digiday Publishing Summit, publishers expressed frustration over opaque AI licensing deals with companies like Google and Meta, noting varied and non-disclosed contract terms. They discussed the 'Google Zero' phenomenon, accepting that search traffic will continue to decline and focusing on monetizing AI visibility and direct audiences. Publishers are testing strategies like optimizing content for AI, using Google Search Console data to measure AI Overview impressions, and forming direct audience strategies. The summit highlighted the challenges of rebuilding sustainable, traffic-independent businesses amidst the shift to AI-driven discovery.
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