X's New 'Sensitivity Settings' Aim to Restore Advertiser Confidence

X’s New ‘Sensitivity Settings’ Aim to Restore Advertiser Confidence

X, formerly known as Twitter, has unveiled new features aimed at providing advertisers with increased control over the content that appears alongside their ads. These features, called “sensitivity settings,” empower advertisers to select specific content filtering options for their ads.

This development comes as X seeks to regain the trust of advertisers, given that its advertising revenue has witnessed a significant decline of 50 percent since Elon Musk assumed leadership. The decline is attributed to brands reducing their spending on the platform due to concerns about the prevalence of hate speech and objectionable content. In response, watchdog organizations have reported instances where prominent brands’ advertisements were displayed alongside content from neo-Nazi accounts, Holocaust deniers, and users who were previously suspended.