X, formerly Twitter, announced Today, advertisers will soon be able to place ads next to specific content creators. The move will allow advertisers to prevent their ads from appearing next to controversial or offensive content. The launch of the new service comes after a number of brands pulled their ads from X last year after their ads appeared next to pro-Nazi content.
“Starting this month, X advertisers will be able to advertise to a curated list of premium content creators through Creator Targeting,” the company said in an article. blog post. “This will allow advertisers to use the self-service Her X Ads Manager to run pre-roll Her video ads against selected creator video content, both on their Home Her timeline and on their profile. It means giving you more control over what you want to do.”
X will soon add the ability for brands to serve ads only to individual creator profiles, completely eliminating the possibility of their ads appearing next to unwanted or controversial posts.
Ever since Elon Musk bought the social network in 2022, advertisers have been concerned about their ads appearing on the platform, especially since content moderation policies have been significantly relaxed. Several months ago, prominent companies including Apple and Disney suspended ad spending on X after Mr. Musk amplified anti-Semitic conspiracy theories on his platform.
Musk lashed out at the brand, even calling it “fuck you” on stage during an interview with The New York Times' Dealbook. Two days after the incident, the Financial Times reported that Company X was turning to small and medium-sized advertisers to increase revenue after Musk alienated major brands.
Today's announcement is likely an attempt to lure advertisers back to X, as its ad revenue has taken a significant hit since Musk took over the reins of the company. X's ad revenue fell 50% last year, with the company estimated to have generated about $2.5 billion in revenue through 2023, falling short of its $3 billion goal. The social network generated about $600 million per quarter in 2023, a significant decrease compared to $1 billion per quarter in 2022.
It's worth noting that today's announcement could also be seen as a way for X to lure creators to its platform and counter YouTube, which the company has focused on recently. X says more than 80,000 creators have shared content on the platform since it launched its ad revenue sharing program last July.
Musk has been trying to get high-profile creators to share their content on X, and last month he directly asked popular YouTube creator MrBeast to post his content on the social network. MrBeast later revealed that posting his first video on X earned him $263,000 in ad revenue, but said he believed this figure was “a bit of a sham.” .
Last September, X CEO Linda Yaccarino revealed that the platform had paid just about everything. 20 million dollars To the creators.