X will soon allow advertisers to serve ads alongside a “curated list” of creators


X, formerly Twitter, announcement Today, advertisers will soon be able to show ads alongside certain content creators. The move will allow advertisers to ensure their ads are not shown alongside controversial or offensive content. The launch of the new offering comes as many brands pulled their ads from X last year after their ads appeared alongside pro-Nazi content.

“Starting this month, advertisers on X can serve ads to a curated list of premium content creators through Creator Targeting,” the company wrote in a statement. blog post. “This means giving advertisers more control to be able to use the self-serve and in the profile.”

X plans to soon add the ability for brands to run ads only on an individual creator’s profile, completely eliminating the likelihood of their ads appearing alongside unwanted or controversial posts.

Since Elon Musk bought the social network in 2022, advertisers have been concerned about their ads appearing on the platform, especially since its content moderation policies have been considerably relaxed. A few months ago, notable companies like Apple and Disney suspended their advertising spending on X after Musk amplified anti-Semitic conspiracy theories on the platform.

Musk attacked brands and even told them to “kiss my ass” on stage during an interview with the New York Times DealBook. Two days after the incident, a report from the Financial Times says that X turned to small and medium-sized advertisers to shore up revenue after Musk alienated major brands.

Today’s announcement is likely an attempt to attract advertisers to X, as its advertising revenue has taken a major hit since Musk took the reins of the company. X’s advertising revenue plunged 50% last year, when it would have brought in about $2.5 billion throughout 2023, short of the $3 billion target. The social network generated around $600 million per quarter in 2023a significant decrease from the billion dollars reported per quarter in 2022.

It’s worth noting that today’s announcement could also be seen as a way for X to attract creators to its platform and take on YouTube, something the company has been focusing on recently . X claims that since launching its ad revenue sharing program last July, more than 80,000 creators have shared their content on the platform.

Musk has been trying to get high-profile creators to share content on X and directly asked popular YouTube creator MrBeast to post his content on the social network last month. MrBeast later revealed he earned $263,000 in ad revenue from posting his first video on X, but said he thought the number was “a bit of a front”.

Last September, CEO Linda Yaccarino revealed that the platform paid almost 20 million dollars to creators.


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