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X to Introduce New Advert Sensitivity Features

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CEM REPORT, ICT | In a move to attract advertisers back to the platform, X formerly Twitter has announced plans to provide more advertisement tools for advertisers on its platform.

In an extended partnership with ad-tech firm Integral Ad Science, X disclosed that advertisers will be able to use standard and conservative sensitivity settings to choose what kind of content to show alongside their ad.

In a statement by the company on Tuesday, an automated blocklist will also be a tool available to advertisers, allowing them to prohibit their brands from appearing adjacent to certain keywords on the “For You” and “Following” pages.

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It would be recalled that CEM reported that X’s revenue is in the “reds” with an estimated 50% decline in advertising revenue since Elon Musk acquired Twitter last year. Although Musk has tried and implemented several strategies to boost revenue all seem to be inefficacious as top advertisers left the platform for several reasons.

The sensitivity features come as a source of alleviation for advertisers on X, where, according to researchers, hate speech has increased since the Musk takeover.

According to a screenshot of the feature, the intended sensitivity setting would show advertisements alongside some types of sensitive content to “maximize reach.”

While it is not certain when the feature will be launched, a test phase will be used before the proper launch of some of the tools.

Nigerian advertisers are not so keen on X, however with the introduction of ad revenue sharing which Nigerian content creators have started to benefit. Advertisers may begin to consider the platform more than before since it is a trend in Nigeria to employ the services of content creators to advertise.

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