Rihanna returns to Snapchat, Depressing Stock



The advertiser has been blocked from Snapchat, according to the company.

In February, Snapchat opened its advertising platform so that third parties can create software to buy ads, further automating the company's advertising system. In its guidelines, Snapchat says that "all ads are subject to our review and approval." The official policy prohibits a variety of content that includes everything that is "shocking, sensational or disrespectful."

This latest debacle sent the share price of Snap Inc., which Snapchat owns, fell more than 4 percent to its lowest point since the price jumped last month after a earnings report that surpbaded Expectations for the fourth quarter of 2017. Snapchat has been struggling since it went public last March. sad financial results last year for three consecutive quarters. Last week, Snap Inc. announced that it will cut 120 engineers.

The company relies on a cool patina to keep its young user base active, even though other mobile applications with similar or competitive features have gained popularity. Influencers play an important role in the Snapchat brand, and actions fluctuate based on their behavior. Last month, Kylie Jenner, one of its most popular users and who has marketed her line of cosmetics on the platform, t got rid "Does anyone else not open Snapchat anymore? Or am I just I? Ugh, this is very sad. " Your comment has been read more than 377,000 times. On the day of his tweet, the company's shares fell by 7 percent.

The problematic announcement points to a bigger problem for social media companies: advertising that receives little or no editorial oversight. This is a central challenge for social media companies, and the reason why racist content can flourish on platforms, and how Russian agents could buy advertising on Facebook and Twitter in an attempt to influence the 2016 elections. Last September, ProPublica discovered that advertisers on Facebook could directly target content to users interested in topics such as "The enemy of the Jews", "How to burn Jews" and "History of why Jews ruin". the world & # 39; "

Third The content of the matches also caused a problem for Snapchat last week. Snapchat and Instagram had to stop their integration with Giphy after a racist image appeared for their users. Giphy indexes the most popular GIFs and has used automatic filters to detect disturbing content. Now, the company has announced that it will have human moderators who will see each GIF.

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