Twitter X: Adds New Ad Features To Lure Back Top Advertisers

Twitter, which has recently rebranded as X, announced a new partnership aimed at providing brand safety measures to advertisers on the platform.

Image source Business Today on Google

The platform has been struggling with a decrease in ad revenue since Elon Musk received Twitter last year. The extended partnership with ad-tech firm Integral Ad Science will enable X to offer more advertisement tools to advertisers. These tools will allow advertisers to separate their content from undesired keywords and handle more than a “99% efficacy rate.”

The ad tool expansion comes after Musk stated that X, formerly known as Twitter, had “negative cash flow” due to a significant reduction in advertising revenue, which has been a major issue. The new tools will allow advertisers to use standard and conservative sensitivity settings to select the type of content they are not comfortable showing their ads alongside, including threatened, targeted hate speech, obscenity, drugs, and more. Moreover, a relaxed sensitivity setting will be introduced in the future, which will allow advertisers to appear alongside certain types of sensitive content to “maximize reach”

The sensitivity features could be a source of relief for advertisers on X, where hate speech has increased since the Musk takeover, according to researchers. An automated blocklist will also be available to advertisers, which will enable them to prohibit their brands from appearing adjacent to certain keywords on the "For You" and "Following" pages.

It is unclear at this time when some of the features, such as sensitivity settings, will officially go live. A test phase will be used before the proper launch of some of the tools.

It is not a hundred per cent clear at this time when some of the features will be shown, such as sensitivity settings and officially go live.

According to the New York Times, X's revenue from U.S. advertising dropped 59% year over year this April.

Twitter, purchased $44 billion by Elon Musk, has discouraged advertisers after changing. There is a significant increase in racist and anti-Semitic posts. By January, more than half of Twitter’s top advertisers, such as Coca-Cola, Unilever, Jeep, and Wells Fargo, stopped spending on the platform.

Musk declared that his platform is willing to work with advertisers and their concerns about the platform, but that “freedom of speech’ is a “pinnacle” for Twitter. The billionaire has also maintained that he has tried to create “a sensible middle ground” between advertisers and the public’s freedom of speech.