X vs Xumo

X Adds Native Post Scheduling in App

Social media platform X has introduced a native post scheduling feature directly within its mobile app, eliminating the need for users to rely on the browser version or third-party tools. The feature allows users to schedule posts up to two years in advance, providing significant flexibility for content planning. The functionality is initially rolling out on iOS, with indications of availability in Europe, and is expected to expand globally and to Android later. This update benefits social media managers, businesses, and creators by enabling better content organization and batch production. In parallel, X continues to enhance its advertising capabilities with the X Ads MCP, which allows advertisers to create ads using AI tools through natural language commands.

• X introduced a native post scheduling feature in its mobile app.
• Users can schedule posts up to two years in advance.
• The feature is initially available on iOS and is rolling out in Europe.

Court Blocks X Rival From Using Twitter Name, Allows 'Tweet'

A Delaware federal court ruled in a trademark dispute between Elon Musk's X and startup Operation Bluebird, granting X a preliminary injunction on the 'Twitter' name but denying it for 'tweet' and the Twitter bird logo, citing likely abandonment. Musk's own tweets about removing birds and the logo influenced the decision. Operation Bluebird, which rebranded to Tweet.app, cannot use 'Twitter.now' but may continue using 'tweet'. The startup, founded by lawyers, aims to acquire abandoned Twitter trademarks, charging $20 to reserve handles with over 172,000 requests. The case is ongoing, with a final verdict expected in November 2027, highlighting the impact of public statements on trademark protection and the legal battles over the Twitter brand.

• X loses trademark rights to 'Tweet' and the Twitter bird logo, but retains rights to 'Twitter'.
• Operation Bluebird is barred from using 'Twitter.now' but can use 'Tweet.app'.
• Preliminary ruling by a Delaware district court; final verdict expected in November 2027.

X Open Sources Its For You Ranking Algorithm

X has significantly expanded its open-source initiative by publishing the code behind its 'For You' timeline ranking algorithm on GitHub under the Apache-2.0 license via the xai-org organization. The release includes model configurations, filtering systems, and weighting parameters, making the codebase roughly 10-15 times larger than the 2023 release. According to TechCrunch, VP of Product Keith Coleman said the core ranking code can be run externally. The published weights reveal that likes carry a factor of 0.5, while replies, quotes and DMs are weighted ten times higher and link copies about 40 times higher; negative signals such as predicted reports, mutes and blocks are weighted much more heavily. X also launched an 'Under the Hood' transparency tool letting some users download labels applied to their accounts. The release comes after SpaceX acquired xAI, making X a subsidiary of SpaceX.

• X published the core code of its 'For You' ranking algorithm under Apache 2.0 on GitHub via the xai-org organization.
• The released codebase is 10 to 15 times larger than X's previous open-source algorithm release.
• In the ranking parameters, a 'like' has a weight of 0.5, while predicted reports are weighted roughly 468 times as strongly in the negative direction.

Starling Launches CTV Supply-Side Platform from Stealth

Starling, a new supply-side platform (SSP) purpose-built for connected TV (CTV), has officially launched. The company emerges from stealth with backing from MBL Partners and strategic investors, aiming to address fragmentation, lack of transparency, and underutilized audience intelligence in CTV advertising. Starling offers content and program-level intelligence, down to show-level reporting, and supports emerging formats like pause ads and home-screen placements. The leadership team includes Michael Bassik as Executive Chair and Acting CEO, Sean Miller as COO/CFO, Reshmi Nair as CTO (formerly of Magnite), and Wil Danielson as CRO (formerly of Nexstar). Starling has secured publisher relationships including Xumo, to provide access to premium inventory such as live sports.

• Starling launched as a CTV-focused supply-side platform (SSP).
• The company is backed by MBL Partners and strategic investors.
• Reshmi Nair, formerly of Magnite, joins as CTO.

The New Playbook for Reaching Sports Fans

Sports fans don't follow a linear path anymore. Discover how Xumo is helping brands reach audiences across the entire sports journey, from discovery and live viewing to year-round engagement.