X is offering advertisers new options for controlling the types of content that can appear alongside their ads. Formerly known as Twitter, the company has introduced “sensitivity settings” that enable advertisers to select various levels of content filtering for their ads.
These changes come as X strives to regain the trust of advertisers. Since Elon Musk’s takeover, the company has experienced a 50 percent decrease in ad revenue as brands reduced their spending due to concerns about hate speech and objectionable content on the platform. Instances have been reported of ads from major brands being displayed alongside accounts related to hate groups and previously banned users.
The newly introduced tool by X utilizes machine learning to adjust the proximity of content to different sensitivity thresholds chosen by advertisers for their upcoming campaigns. Currently, advertisers can opt for either the “conservative” or “standard” settings. Regardless of the chosen setting, X clarifies that any content violating the platform’s rules will be excluded from ads.
The more restrictive “conservative” setting prevents ads from appearing near content related to hate speech, explicit sexual content, extreme violence, excessive profanity, obscenity, spam, and drugs in the “for You” timeline. The “standard” option avoids the same categories, except it allows for spam and drug-related content. X also plans to introduce a “relaxed” setting, catering to advertisers seeking maximum ad reach with minimal content restrictions.
X has previously introduced keyword-based “adjacency controls” to enhance brand safety. However, these changes, implemented in December, have had limited impact on the company’s ad business.
Despite X’s claims of successfully curbing hate speech, researchers from the Center for Countering Digital Hate (CCDH) have reported a surge in hate speech volume and engagement since Musk’s acquisition of the company. Bloomberg’s recent report highlighted this discrepancy. X has contested the findings and is pursuing legal action against CCDH, alleging unauthorized data scraping.
Frequently Asked Questions (FAQs) about Ad content control
What are the “sensitivity settings” introduced by X for advertisers?
X has introduced “sensitivity settings,” which allow advertisers to have control over the types of content that appear alongside their ads. These settings enable advertisers to choose from different levels of content filtering based on their preferences.
Why is X implementing these sensitivity settings?
X is implementing these sensitivity settings in response to a significant decline in ad revenue, which has decreased by 50 percent since Elon Musk took over the company. Brands have been cutting spending due to concerns about hate speech and objectionable content on the platform. These settings aim to address advertisers’ concerns and provide them with more control over where their ads appear.
How do the sensitivity settings work?
The sensitivity settings utilize machine learning to adjust the proximity of ad content to various sensitivity thresholds chosen by advertisers for their upcoming campaigns. Advertisers can currently select from the “conservative” or “standard” settings, each with different content exclusion criteria.
What is the difference between the “conservative” and “standard” sensitivity settings?
Under the “conservative” setting, ads will be excluded from appearing near content related to hate speech, explicit sexual content, extreme violence, excessive profanity, obscenity, spam, and drugs in the “for You” timeline. The “standard” setting avoids the same categories, except it permits spam and drug-related content.
Will the sensitivity settings ensure that rule-breaking content is excluded from ads?
Yes, regardless of the sensitivity setting chosen by advertisers, rule-breaking content that violates the platform’s guidelines will be excluded from appearing alongside ads.
Has X implemented similar measures for brand safety before?
Yes, X has previously introduced keyword-based “adjacency controls” to enhance brand safety. However, these changes, introduced in December, did not have a significant impact on the company’s ad business.
What is the controversy surrounding hate speech on X’s platform?
Despite X’s claims of successfully reducing hate speech, researchers from the Center for Countering Digital Hate (CCDH) reported a surge in hate speech volume and engagement since Elon Musk’s acquisition of the company. X has disputed these findings and is taking legal action against CCDH, alleging unauthorized data scraping.
What plans does X have for future sensitivity settings?
X plans to introduce a “relaxed” sensitivity setting for advertisers who want to maximize the reach of their ads with fewer content restrictions. This additional setting aims to provide more flexibility for advertisers while maintaining brand safety.
More about Ad content control
- X’s announcement about sensitivity settings
- Elon Musk’s impact on X’s ad revenue
- Concerns about hate speech and content on X
- X’s previous efforts for brand safety
- Center for Countering Digital Hate (CCDH) report on hate speech
- Legal action between X and CCDH
