NEW YORK — Twitter is rolling out a new ad blitz on social media in the days before Election Day, with more than 100 social media ad buys in swing states like Florida and Ohio.
The campaign, dubbed #TwitterPizza, features more than 50 TV spots and more than a dozen social media ads, including one that features former President Donald Trump’s daughter and son-in-law.
The ads, which are being run by digital marketing agency AdRoll, are part of a wider effort to boost the company’s social media presence in swing-state markets.
Twitter also rolled out a $1.9 billion advertising buy in Iowa in December, a campaign that included $10 million of ads targeting voters and $2 million of direct mail.
The company has not released a full list of ad buys that have been rolled out so far.
The $60 million ad blitz, dubbed “#TwitterPizzagate,” is intended to bolster the company in the weeks before the Nov. 8 election, when the internet has become an increasingly popular way to communicate with voters.
It is expected to cost Twitter $20 million, according to an ad buyer who spoke on condition of anonymity because of the sensitive nature of the deals.
Twitter is also investing $5 million in a social media analytics firm called Redtail that has been tasked with helping to determine which tweets and hashtags are most effective at attracting voters.
Twitter declined to comment.
“It’s going to be a big challenge to compete in swing areas and win back the trust of voters,” said Adam Segal, the chief marketing officer of Redtail.
“We are going after people who have been disengaged from the internet and the social media landscape, people who want to keep their social media on but who are not necessarily following or following every single tweet.”
Twitter CEO Jack Dorsey told reporters Tuesday that the ad blitz is not about politics but about building trust and creating a sense of community among people who are still using the company to communicate about issues like immigration and guns.
Twitter, like most internet services, is a private company, but it has long been a target for federal government scrutiny over how it treats users’ private data.
Twitter has faced pressure to reveal more about the data it holds on users, but in recent months, it has made some progress on that front.
Earlier this year, the company announced it would give users the option to opt out of some of its features, including deleting their accounts and suspending the ability to post content.
Twitter CEO Mark Zuckerberg has defended the company, saying it will continue to fight to keep users online.
“If we are ever going to get the conversation about online privacy and online security going again, we need to take steps to make sure that people understand how we handle that,” he said in an interview with the Wall Street Journal in March.
Twitter said in February it was taking steps to remove more than 200 accounts and close more than 80 accounts it said were violating its terms of service.
The social media platform is facing growing criticism about its practices.
Last month, Twitter announced that it had banned more than 1,000 accounts it deemed to be abusive, including more than 300 accounts that it said used the platform to harass users.
Twitter in March announced it was revoking the accounts of at least 5,000 people for violations of its terms, including spam, abuse, and abuse of accounts with more then 1,400 followers.
Twitter announced a month later that it was ending its paid advertising program in 2018 and would no longer accept advertising revenue from advertisers.
Twitter was also criticized for failing to immediately suspend the accounts that were previously suspended after they violated its terms.
Twitter’s chief operating officer, Dick Costolo, told investors that the company had done “a lot” to address issues related to abuse of its service and abuse in the platform.
The New York Times reported Tuesday that Twitter has been testing automated reporting to help users flag abusive accounts.
Twitter on Tuesday said it had taken steps to delete more than 180,000 fake accounts across its social media platforms.
The number of verified accounts on Twitter has grown to about 10.7 million.
“As part of our ongoing efforts to help prevent abuse on our platform, we’ve taken steps over the past two weeks to help identify and remove additional accounts,” Twitter said.