Kevin O’Leary, chairman of OLeary Ventures, reacts to Elon Musk being forced to testify in the SEC investigation into his Twitter acquisition on The Big Money Show.
Elon Musk’s Xthe social media company formerly known as Twitter, will now allow advertisers on the platform to target their ads, allowing them to appear next to a curated list of premium content creators .
X Creator Targeting Tools will allow advertisers to target promotional campaigns this month. The company said in a post that the changes will allow users to use the X Ads Manager to “run pre-roll video ads on creators’ video content on both their home timelines and profiles.”
The company added that this creator targeting tool works based on X’s leading brand safety solutions, adjacency controls, and sensitivity settings. X said the new tool is also an expansion of its brand-safe video tools and new video formats for advertisers on the platform, including vertical video ads and promoted calls-to-action videos.
X’s efforts to allay advertisers’ concerns come after some advertisers left the platform over Musk’s changes to its content moderation policies. These concerns escalated to an exodus of advertisers after some brands saw their ads appearing next to offensive content.
Elon Musk’s X to hire 100 content moderators in Austin this year
The company says X’s creator targeting tools will be rolled out to advertisers on the platform this month. (Photo by: Muhammad Selim Kolkata/Anadolu via Getty Images/Getty Images)
In the wake of Hamas’ terrorist attacks on Israel, the left-wing group Media Matters released a report showing that major companies’ ads are appearing next to Israel. anti-semitic content Also, in some cases, pro-Nazis may post on X.
X denied the Media Matters report and accused the group of manipulating its feeds to display such content next to ads from big brands. The social media company then submitted the following documents: defamation lawsuit against the group.
Elon Musk says audit shows X has less anti-Semitism than other apps
Elon Musk’s X is rolling out new creator targeting tools that will give brands better control over where their ads appear. (Emin Sansart/Anadolu Agency via Getty Images/Getty Images)
Apple, IBM, and Lionsgate Entertainment are among the brands that have suspended advertising on the X platform amid the controversy. According to a report in the New York Times, Company X could lose up to $75 million in advertising revenue by the end of 2023 as advertisers flee.
X added that it plans to expand its creator targeting tools in the future to include the ability to run promotional campaigns only on creators’ profiles, rather than appearing in users’ broader content feeds.
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The company believes this change will help advertisers by “aligning brands with the creators they love most, while completely eliminating the unlikely occurrence of unwanted adjacencies.”
Reuters contributed to this report.
