X (formerly Twitter) Launches New Features to Improve Brand Safety for Advertisers

X has recently launched their new features for brand safety, aiming to provide adjacency controls to help boost their advertisers’ performance – made available within the X Ads Manager.

According to X, they are improving the capabilities of their new adjacency controls “to help all advertisers achieve their unique suitability needs in a more scaled and automated way.”

This includes X’s new ‘Sensitivity Settings’ and ‘Enhanced Blocklist’, in efforts to provide an extended level of adjacency protection for X advertisers.

Both features allow advertisers to optimize their campaigns in X’s platform with control over the context of the ads that appear. 

To elaborate these new capabilities, here’s what you need to know;

• Sensitivity Settings - enable advertisers to align their brand’s messaging with content on X according to their unique sensitivity needs. Brands are given the option to select their preferred environment that meets their campaign objectives. 
• Enhanced Blocklist - an automated industry-standard blocklist that prevents advertisers from appearing adjacent to unsafe keywords in the ‘For You’ and ‘Following’ feed.

A photo preview from X Business showcases the sensitivity settings which currently has 2 available options, namely, Standard and Conservative. Advertisers must take note that if their content violates X’s policies, it will be excluded immediately.

In a recent tweet from XBusiness, they officially announced their extended partnership with Integral Ad Sciences (IAS) to further provide brand safety and suitability solutions to help advertisers.

It showcases X’s commitment to empower brands by building more controls for advertisers to easily make their way through the platform with an efficient way of presenting their brands.

In a recent release, X expanded their partnership with IAS, an industry-leading brand safety partner, to offer X’s advertisers with “premium, vetted inventory within the context of the GARM Safety and Suitability Framework so brands can further optimize their campaigns. 

(The Global Alliance for Responsible Media is an industry that unites marketers, media platforms, and industry associations, to safeguard digital media by reducing the availability and stopping monetization of harmful content found online)

Lisa Utzschneider, IAS CEO, added that they strengthen the company’s commitment by “giving marketers greater control which safeguards brands’ interest and drives their brand equity.

Following X’s recent launch of new features, X continues to rebrand their platform by adding new features and improving their settings, which effectively accommodates their users, and now, advertisers. X aside from being a social networking site, is also a commercial platform after all.