Campaign APAC Team
Aug 11, 2023

Elon’s ‘X’ introduces new sensitivity controls in a bid to win back jilted advertisers

The social media platform is doing everything it can to lure back flailing ad revenue, as Musk recently revealed a 50% drop in numbers following concerns from buyers regarding safety, content and much more

Elon’s ‘X’ introduces new sensitivity controls in a bid to win back jilted advertisers

In the latest round of announcements from X (formerly Twitter), Elon Musk has revealed the introduction of sensitivity controls to lure back advertisers put off by ongoing security and content issues plaguing the social media network.

 

The new controls allow advertisers to choose between three settings, two of which are already available: Conversative, standard and relaxed (coming soon), using “machine learning to reduce adjacency to varying levels of content according to a brand’s sensitivity threshold in an upcoming campaign.” However, X will still block all content in breach of its policies from appearing next to ads regardless of the advertiser’s settings.

 

Under the new sensitivity measures, the ‘conservative’ category ads will not be presented alongside any content that promotes hate speech, sexually explicit material, violence, profanity, abuse, spam, or drugs. For ‘standard’ controls, drug-related content will be omitted, as well as hate speech and spam; whilst ‘relaxed’ will restrict the display of sexually explicit and hate speech material, targeting brands looking for mass reach for audiences.

 

With ad revenues dipping by 50%, this update is the most recent in a round of changes announced at the social media company, who previously also introduced other keyword-based ‘adjacency controls’, in a bid to restrict advertisers' exposure to problematic content. However, this seems to have had a minimal effect in terms of driving forward buyers, who remain cautiously watchful of Musk and new CEO Linda Yaccarino’s strategic direction for X. In July this year, the Countering Digital Hate (CCDH) center revealed that hate speech had surged since Musk had taken over, resulting in the billionaire suing the group for alleged illegal scraping of data from the platform.

 

Yesterday, Australia's broadcast corporation 'ABC' also announced it will be shutting down almost all of its official accounts on Twitter, citing “toxic interactions”, cost and exploring other platforms as reasoning. Only four official accounts for Australia’s public broadcaster will remain active: @abcnews, @abcsport, @abcchinese and @abcaustralia.

 

“Starting from today, other ABC accounts will be discontinued,” David Anderson, managing director for ABC shared with staff, in accordance with a report from The Guardian.

 

Musk has retaliated by accusing the ABC of embracing censorship. 

 

(This article first appeared on Campaign Asia)

Source:
Campaign India

Related Articles

Just Published

1 hour ago

Dentsu India appoints new president and chief ...

Narayan Devanathan who rejoined Dentsu in June 2023 after he vacated his role as the Group's chief client officer in August 2022, now takes on a new regional remit.

1 hour ago

Pepsi unveils new logo and identity; colours 120 ...

The bold logo shift after 14 years resonates with the “ripple, pop, and fizz” effect. To celebrate, Pepsi has activated over 120 CGI moments across the globe in a coordinated first

2 hours ago

Moves and wins roundup: Week of 4 March

Read all the latest news from the marcomms world including updates from Zade, Angel One and more here.

3 hours ago

Accenture acquires martech consultancy The Lumery

The Lumery's 80-strong team across Australia and Bengaluru, India, will join Accenture Song’s marketing practice—delivering services including personalisation, CRM and loyalty, testing and automation