X, previously known as Twitter and now owned by Elon Musk, has introduced a new feature called Creator Targeting. This feature allows advertisers to place ads alongside content from specific creators. This feature gives advertisers more control over where their ads appear. It will allow them to align with creators whose content resonates with their target audience. The Creator Targeting feature will enable advertisers to run ads before videos from selected creators. This will be visible in users’ home timelines as well as on the creators’ profiles.
According to X, this new feature will reduce the risk of ads appearing next to controversial posts. This move aims to address concerns raised by advertisers about their ads being associated with sensitive or contentious content. The introduction of the Creator Targeting feature could be seen as an effort by X to rebuild trust with advertisers and regain lost revenue.
The company wrote in a blog post
“Soon, advertisers on X can run ads against a curated list of premium content creators via Creator Targeting,” “Soon we’ll add the ability to serve ads only on an individual creator’s profile – completely eliminating the unlikely event of unwanted adjacencies while aligning your brand to creators you love most,”
This means giving advertisers more control, allowing them to use the self-service X Ads Manager. Advertisers can also run ads on the main timeline and creator profiles. The new ads will include a revenue-sharing mechanism, giving Platform X’s 80,000 creators another way to make money from their videos.
This move aims to attract more high-quality content creators to the X platform, boost its advertising business, and at the same time be in line with competitors such as Meta, YouTube and TikTok in terms of creator sharing.
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How Creator Targeting Works
In the past, there have been complaints from advertisers that their ads appear next to controversial content. To take care of this issue, X is now giving advertisers more control over where their ads will appear. Starting this month, advertisers using X’s Ads Manager can target their ads to run alongside videos from a curated list of premium content creators.
This gives advertisers greater control over their ad placements and allows them to align with creators whose content resonates with their target audience. Advertisers can run pre-roll video ads against the video content of their chosen creator(s) in both the home timeline and profile. Soon, X will enable ads to be served on individual creator profiles, reducing the risk of ads appearing next to controversial posts. However, it is important to note that the chosen creator(s) will make money as more people choose their content for ads.
Addressing Advertiser Concerns and Revenue Loss
Since Musk acquired the company for $44 billion in 2022, X’s ad revenue has reportedly dropped by over 50%. In 2023, the platform’s ad revenue was around $2.5 billion, missing the $3 billion target. Major advertisers like Apple, Disney, and IBM withdrew their ads from X after allegations that Musk shared anti-Semitic conspiracy theories. The introduction of the Creator Targeting feature could be an effort to address advertisers’ concerns and recover lost revenue.
Conclusion
The introduction of Creator Targeting marks a significant step towards providing advertisers with more control over their ad placements. This new feature allows advertisers to target their ads alongside content from specific creators. This reduces the risk of ads appearing next to controversial or sensitive posts. X hopes to use this feature to rebuild trust with advertisers and regain lost revenue.
The move reflects a strategic effort to address concerns. These concerns are about their ads being associated with contentious content, enhancing the platform’s appeal to both advertisers and users.
With the implementation of Creator Targeting, advertisers can now leverage X’s Ads Manager to run ads before videos from selected creators, both in users’ home timelines and on creators’ profiles. This increased control over ad placements, coupled with a revenue-sharing mechanism for creators, is expected to attract more high-quality content creators to the platform and bolster X’s advertising business.
