Twitter's new direction under the leadership of Elon Musk has been widely discussed throughout the media industry.

Advertising used to generate 90 per cent of Twitter's revenue, but the platform's push towards diversification has had ramifications for some advertisers.

Adam Bourne, Head of Growth at Jet Media Network, spoke to The Drum's John McCarthy as part of a wider conversation around some of the big Twitter talking points, including monetisation strategy and brand reputation.

Outlining JMN's approach in this space, Adam said: "If the environment is not safe for users or brands, then we leave. We need to be mindful of where our clients' ads are appearing."