In the “conservative” setting, ads will be prevented from appearing adjacent to “targeted hate speech, sexual content, gratuitous gore, excessive profanity, obscenity, spam, and drug-related content” within the “for You” timeline. On the other hand, the “standard” option would also steer clear of these topics, while permitting the inclusion of spam and content related to drugs. Furthermore, X intends to introduce a “relaxed” setting, allowing advertisers to maximize their ad reach with minimal restrictions on content adjacency.
It’s worth noting that X has previously taken steps to enhance brand safety. In December, the company introduced keyword-based “adjacency controls,” which aimed to limit exposure to problematic content for ad-buyers. However, these changes appear to have had a limited impact on X’s advertising business.
