- X is expanding Adjacency Controls, offering greater adjacency protection for advertisers and signaling progress in building brand safety tools.
- The company is extending an exclusive partnership with Integral Ad Sciences, X’s brand safety partner, to offer vetted inventory for advertisers.
- Sensitivity Settings are a new automated solution that enables advertisers to align their brand’s messaging according to their sensitivity needs.
X (formerly known as Twitter), seemingly focused on creating a more profitable environment for advertisers over the past nine months, introduced new brand safety features.
These features could allow advertisers to navigate the platform more confidently, optimizing their campaigns while aligning with their unique brand sensitivities.
Expanding Adjacency Controls
To demonstrate commitment to brand safety, the company is expanding its Adjacency Controls, with more than 1,900 global advertisers already leveraging this solution.
The expansion involves extended adjacency protection, demonstrating significant progress in building brand safety tools.
This will enable advertisers to utilize the power of X’s platform while having greater control over the context of ad appearances.
New Partnership For Brand Safety
Further bolstering its brand safety initiatives, X entered an exclusive partnership with Integral Ad Sciences (IAS), a significant brand safety partner.
Because each brand has unique needs, IAS provides customizable control over the contextual relevance of digital ads to maximize campaign impact and cost efficiency.
IAS employs the use of NLP and machine learning to provide more precise content classification and a better understanding of the context, which can lead to more targeted and effective advertising
The exclusive partnership will offer premium inventory to U.S. advertisers under the Global Alliance for Responsible Media (GARM) Safety & Suitability Framework, with plans to expand internationally.
