Elon Musk’s X aims to win back advertisers with new brand safety technology deal

Elon Musk’s X aims to win back advertisers with new brand safety technology deal

The firm formerly known Elon Musk’s X aims win back advertisers as Twitter is betting that a new ad-tech alliance and Elon Musk’sX aims win back advertisers improved brand safety capabilities. Elon Musk’s X aims win back advertisers.

Will entice advertisers that left in the months after Elon Musk bought the company.
X, as Musk renamed the company, announced a one-year agreement with Integral Ad Science, which supplies ad-verification technology, on Tuesday.
IAS CEO Lisa Utzschneider stated that her company is providing its so-called pre-bid capabilities, which are frequently used by businesses to ensure that their web ads do not appear alongside problematic content before an auction takes place.

“We classify content on behalf of marketers before they run their ads to ensure that the environment is brand safe and brand suitable for the advertiser,” Utzschneider told CNBC.

The collaboration comes in the wake of recent allegations from nonprofit organizations and third-party researchers alleging that hate speech and objectionable.

Content have become more prevalent on the platform since Musk took charge in October. Musk and X have denied the charges and last Monday filed a lawsuit against.

The organization Center for Countering Digital Hate, which claimed Twitter failed to take action against paying subscribers who posted obscene and racist content.

Twitter has been using IAS technology.

For years, but the pre-bid technology is new and will be available on X as part of a trial or beta period.

The back half of this year, according to Utzschneider. It will be more extensively available across the platform “before the end of the year, according to her.

Although the technology isn’t perfect and can occasionally result in missed ad chances, pre-bid brand safety solutions can utilize machine learning to determine where to put advertising in a way that corresponds to a company’s concerns.

IAS offers brand safety technology comparable to TikTok and Google’s. Utzschneider mentioned YouTube. For the duration of the contract, X will only use IAS. Elon Musk’sX aims win back advertisers.

In a blog post, X also stated that it will begin testing the usage of “sensitivity settings” to assist corporations in better conforming to their degrees of tolerance for contentious and explicit content.

Twitter said it created a “automated industry-standard blocklist” to prevent adverts from appearing near dangerous phrases on the app’s timeline.

As part of a new ad-tech relationship,

X will begin deploying brand safety technologies in order to attract key advertisers. alongside problematic content before an auction takes place.

The collaboration is between X and Integral Ad Science, which supplies ad verification technology. X is interested in the company’s pre-bid technologies.

Which allow ad agencies to ensure that their marketing does not display next to particular content.

X has signed a one-year deal with the company and anticipates. That the technology will be operational by the end of this year. Elon Musk’sX aims win back advertisers.

The collaboration follows allegations that powerful content from the left and right increased. When entrepreneur Elon Musk purchased Twitter in October.

X has rejected the accusations and recently sued the nonprofit. Center for Countering Digital Hate, which accused Twitter of failing to take action against users who publish particular content.

The firm formerly known as Twitter is betting that a new ad-tech. Alliance and improved brand safety capabilities will entice advertisers. That left in the months after Elon Musk bought the company.

X, as Musk renamed the company, announced a one-year agreement with Integral Ad Science, which supplies ad-verification technology, on Tuesday.

IAS CEO Lisa Utzschneider stated that her company is providing its so-called pre-bid capabilities, which are frequently used by businesses.

To ensure that their web ads do not appear.

We classify content on behalf of marketers before. They run their ads to ensure that the environment is brand safe and brand suitable for the advertiser. Utzschneider told CNBC.

The collaboration follows previous reports from charitable organizations and third-party researchers alleging hat.

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