X introduces ‘sensitivity settings’ to boost ad sales

X introduces 'sensitivity settings' to boost ad sales

X’s Approach to Social Media: Embracing Sensitivity Settings to Woo Advertisers

Elon Musk

Elon Musk’s X has always championed the cause of free speech on social media. However, in a somewhat surprising turn of events, it seems that this approach doesn’t quite translate into monetary success. X, formerly known as Twitter, has been facing financial difficulties, with their ad sales plummeting by a staggering 59% compared to last year. This has led X to explore new avenues to win back advertisers and revitalize their revenue streams. Enter “sensitivity settings,” a tool that aims to strike a delicate balance between inclusivity and brand safety.

In a recent blog post, X announced that they will be testing the effectiveness of sensitivity settings as a means to cater to the unique requirements of brands. By utilizing machine learning, these settings will ensure that ads are displayed alongside content that aligns with a brand’s specific sensitivity threshold. Put simply, advertisers don’t want their ads appearing next to content that could harm their public image. The introduction of sensitivity settings aims to address this concern and offer brands more control over the context in which their ads will be showcased.

The sensitivity settings tool utilizes three distinct levels of sensitivity, each catering to different brand preferences and risk tolerance. Let’s take a closer look at what these levels entail:

Relaxed Sensitivity

This setting, though not currently available, is designed to “maximize reach” by displaying ads alongside some sensitive content. However, it excludes targeted hate speech and explicit sexual content. This level strikes a balance between broad reach and brand safety while avoiding potentially objectionable materials.

Standard Sensitivity

For brands with moderate sensitivity thresholds, the standard sensitivity setting is the recommended option. It ensures that ads are not shown alongside targeted hate speech, explicit sexual content, gratuitous gore, or excessive profanity. This level caters to the requirements of brands seeking a moderate level of image protection while still reaching a broad audience.

Conservative Sensitivity

The conservative sensitivity setting represents a strict sensitivity threshold, aiming to eliminate ads from being displayed alongside targeted hate speech, sexual content, gratuitous gore, excessive profanity, obscenity, spam, and drugs. This level offers the highest level of brand safety, making it ideal for companies with strict ethical guidelines or those seeking to maintain a pristine public image.

It’s important to note that “Standard” sensitivity is the default setting, allowing brands to actively choose the level that suits their needs. This emphasis on customization demonstrates X’s commitment to accommodating varying brand sensitivities while fostering an inclusive and responsible advertising environment.

To address concerns about the effectiveness and desirability of investing in their platform, X’s blog post highlights an endorsement from an SVP at Mondelez, a major global advertiser. Moreover, the post boldly claims, “over the past 9 months, X has delivered a decade’s worth of innovation focused on creating an engaging and healthy environment where everyone, including advertisers, can connect safely.” While these claims may seem audacious, they reflect X’s dedication to continuously improving their platform’s capabilities and ensuring a positive experience for all users.

Despite this commitment to safety and innovation, X continues to face challenges in retaining advertisers. The exact reasons behind this struggle remain unclear. However, X’s advertising team is undoubtedly working tirelessly to unravel this quandary and explore solutions that will further optimize their advertising ecosystem.

In conclusion, X’s introduction of sensitivity settings represents an important step in their journey to win back advertisers. By offering brands the ability to customize the context in which their ads are displayed, X aims to strike a balance between inclusivity and brand safety. While the road ahead may present challenges, X remains steadfast in their commitment to fostering a healthy and engaging advertising environment for all. With sensitivity settings as a powerful tool at their disposal, X is poised to soar to new heights in the realm of social media advertising.