In a bid to win back advertisers who have departed since Elon Musk took over, the company formerly known as Twitter, now called X, has announced a new ad-tech partnership and enhanced safety tools for brands. The move comes in response to recent reports of hate speech and offensive content on the platform, allegations that both Musk and X have vehemently denied. With the introduction of Integral Ad Science (IAS) as their ad-verification technology partner, X aims to create a brand-safe environment for advertisers to run their campaigns
Betting on Integral Ad Science
X has signed a one-year deal with IAS, a company that specializes in ad-verification technology. IAS will be providing its pre-bid tools to X, which enables companies to ensure that their online ads do not appear near controversial content before an auction takes place. This partnership will enhance the brand safety measures on the platform, offering marketers peace of mind when running their ads on X. Lisa Utzschneider, CEO of IAS, explained that their technology classifies the content on behalf of marketers to create a brand-safe and suitable environment for advertisers.
The introduction of IAS’ pre-bid brand safety tools on X signifies a step forward in the platform’s commitment to providing a secure space for advertisers. This technology uses machine learning to determine the appropriate placement of ads that align with a company’s specific concerns. However, it is important to note that no system is perfect, and there may still be instances where ad opportunities are missed. Despite this, the implementation of pre-bid brand safety tools demonstrates X’s dedication to addressing advertisers’ safety concerns.
Expanding Availability
Initially, the pre-bid tools will be available on X as part of a trial or beta period during the latter half of this year. However, it is expected that the tools will become more widely available across the platform before the end of the year. This timeline allows for testing and refinement to ensure optimal performance and effectiveness. This gradual release highlights X’s commitment to providing advertisers with a reliable and robust brand safety solution.
IAS: A Trusted Partner
IAS has a proven track record in providing similar brand safety technology to other major platforms such as TikTok and Google’s YouTube. Consequently, X has chosen to exclusively use IAS for the duration of the one-year contract. This decision reflects X’s confidence in IAS to deliver effective brand safety measures and demonstrates their commitment to prioritizing the security and well-being of their advertisers.
Sensitivity Settings for Ad Distribution
In addition to the ad-tech partnership, X has also announced plans to introduce “sensitivity settings” to assist companies in distributing their ads in a manner that aligns with their tolerance for controversial and racy content. This feature acknowledges that different brands have varying levels of comfort in engaging with such content. By allowing sensitivity settings, X aims to provide advertisers with greater control over where their ads are placed on the platform.
Continuous Improvement and Growth
X’s proactive approach to addressing concerns regarding hate speech and offensive content demonstrates a commitment to continuous improvement and growth. The implementation of ad-tech partnerships and enhanced safety tools not only helps to win back advertisers who may have been deterred, but it also reinforces X’s commitment to cultivating a brand-safe environment throughout the platform. By actively seeking ways to ensure brand suitability and offering advertisers greater control, X is moving towards a future in which it can regain the trust and confidence of advertisers.
The ad-tech partnership and enhanced safety tools introduced by X mark a significant step forward for the platform. By prioritizing brand safety and ensuring a secure environment for advertisers, X is making a clear statement about its commitment to addressing concerns and fostering a positive advertising experience. The implementation of IAS’ pre-bid tools and the introduction of sensitivity settings demonstrate X’s dedication to providing advertisers with the necessary tools and resources to protect their brand reputation. With these measures in place, X is primed to regain the trust and support of advertisers in the coming months and beyond.
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