Elon Musk-Owned X, formerly known as Twitter, has announced several new brand safety features for advertisers. These features are designed to give advertisers more control over where their ads are placed and to help protect their brands from appearing in unsafe or unwanted environments.
The new features include:
- Expanding pre-bid brand safety & suitability with industry leaders: X is working with a number of third-party brand safety partners to expand the range of signals that it uses to assess the safety of ad placements. This will help to ensure that ads are not placed on sites that contain harmful or offensive content.
- Introducing sensitivity settings: Advertisers can now set sensitivity settings for their ads. This will allow them to choose how sensitive they are to certain types of content, such as violence, hate speech, or mature content.
- Bolstering blocklists for advertisers: X is also expanding its blocklists for advertisers. This will allow advertisers to block their ads from appearing on specific websites or in certain content categories.
These new features are a significant step forward for X in its efforts to improve brand safety for advertisers. They give advertisers more control over where their ads are placed and help to protect their brands from appearing in unsafe or unwanted environments.
In addition to these new features, X is also working to improve its brand safety reporting tools. This will help advertisers track the performance of their brand safety campaigns and identify any areas where they need to improve.
X’s commitment to brand safety is a positive development for advertisers. It shows that X is taking the issue of brand safety seriously and committed to providing advertisers with the tools they need to protect their brands.
Here are some additional details about each of the new features:
- Expanding pre-bid brand safety & suitability with industry leaders: X is working with a number of third-party brand safety partners, including DoubleVerify, Integral Ad Science, and OpenSlate. These partners use a variety of signals to assess the safety of ad placements, such as the content of the website, the publisher’s reputation, and the user’s location. By working with these partners, X can get a more comprehensive view of the safety of ad placements and can better protect advertisers’ brands.
- Introducing sensitivity settings: Advertisers can now set sensitivity settings for their ads. This will allow them to choose how sensitive they are to certain types of content, such as violence, hate speech, or mature content. For example, an advertiser that sells children’s products might want to set their sensitivity settings to block their ads from appearing on websites that contain violence or hate speech.
- Bolstering blocklists for advertisers: X is also expanding its blocklists for advertisers. This will allow advertisers to block their ads from appearing on specific websites or in certain content categories. For example, an advertiser that sells alcohol might want to block their ads from appearing on websites that promote underage drinking.
These new features are a significant step forward for X in its efforts to improve brand safety for advertisers. They give advertisers more control over where their ads are placed and help to protect their brands from appearing in unsafe or unwanted environments.