X has announced a global overhaul of its entire ad platform in a bid to make the process easier for advertisers.
The company has described the new Ads Manager as the “most ambitious” rebuild in its 20-year history; it is to be developed on the principles of “Simplicity, unmatched control and AI-powered performance”.
The build will focus on contextual and semantic advertising aimed to improve lift in “relevance, engagement and ROI”, the company said. To do this, X will introduce retrieval and ranking systems powered by AI that will enable “more precise, relevant and dynamic ad delivery that aligns with what’s happening on X in real-time”.
The platform will also get a “sleeker, modern design” to make buying and planning smoother.
Monique Pintarelli, head of global advertising at xAI, which builds AI bot Grok, said: “We are designing this new ad stack to enable more rapid and seamless integration of ongoing innovation. Advertisers can expect a smooth delivery of continuous improvements and a regular drop of new features as we keep pushing the platform forward. We look forward to working closely with our partners as we roll out this next-generation platform.”
X's Ad Manager overhaul follows a period in which the platform has faced pullback from major advertisers and other controversy relating to Grok. Earlier this year, X owner Elon Musk’s pursuit of a lawsuit against brands accused of boycotting X was quashed in the US.
The rollout of X’s new ad platform begins this month, with further features set to come later this year.
Source: Campaign UK
