X introduces new control measures for advertisers

Twitter, now X, introduces pre-bid Adjacency Controls to help global advertisers. In an effort to expand it further, the platform has come up with new capabilities to enhance adjacency protection.

X is expanding its partnerships and capabilities of Adjacency Controls to help all advertisers achieve their particular suitability needs in a more scaled and automated way. These new capabilities will work together to unlock an extended level of adjacency protection for X advertisers. 

X had recently launched pre-bid Adjacency Controls. More than 1,900 global advertisers leverage this solution to avoid adjacency to undesired keywords and handles with more than a 99% efficacy rate.

Speaking on the same, Jon Halvorson, SVP, Consumer Experience, Mondelez International said, “X has made tremendous progress in building brand safety tools that empower advertisers to leverage the power of their platform while curating the context in which the ads appear. Adding pre-bid meets a critical commitment made by their leadership and we are eager to implement this new feature going forward.” 

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X had been conducting a review process since June to select third-party partners that can provide pre-bid buying tools aligned with the Global Alliance for Responsible Media (GARM) Safety & Suitability Framework. 

It is now expanding its existing partnership with brand safety partner, Integral Ad Sciences (IAS.) This exclusive partnership will soon offer X’s U.S. advertisers with premium, vetted inventory within the context of the GARM Safety & Suitability Framework so brands can further optimize their campaigns. These new solutions will complement the existing brand safety measurement solutions with IAS and other measurement providers. It plans to expand these solutions internationally.

Lisa Utzschneider, CEO, Integral Ad Sciences said, “By activating IAS’s pre-bid optimization solutions, marketers can ensure their campaigns prioritize only quality inventory that is brand safe and suitable. We’re proud to be the first and only pre-bid brand safety and suitability partner with X and look forward to furthering the company's commitment to transparency by giving marketers greater control through solutions that safeguard a brand's interests and drive brand equity.”

Sensitivity Settings

The platform will start testing ‘Sensitivity Settings’ that will enable advertisers to align their brand’s messaging with content on X that meets their unique sensitivity needs.

Available in the coming weeks within the X Ads Manager, ‘Sensitivity Settings’ is an automated solution that will help brands establish the right balance between reach and suitability when it comes to ad placement on the platform. 

‘Sensitivity Settings’ will use machine learning to reduce adjacency to varying levels of content according to a brand’s sensitivity threshold in an upcoming campaign. Brands can then select their preferred environment that best meets their individual campaign objectives.

In collaboration with industry partners, it has also created an automated, industry-standard blocklist that aims to protect advertisers from appearing adjacent to unsafe keywords in the Home Timeline (i.e. For You and Following).