Observed Signal · Aug 9, 2023 · Product Launch · Source: CMSWire · Impact: 4/5 · Sentiment: Positive
X Launches Pre-Bid Adjacency Controls for Advertisers
X (formerly Twitter) introduced pre-bid Adjacency Controls, a brand safety feature allowing advertisers to prevent their ads from appearing near unwanted keywords or accounts. Over 1,900 companies have adopted the tool, with a reported 99% efficacy. X also expanded its exclusive partnership with Integral Ad Science (IAS) to provide GARM-compliant pre-bid buying tools for US advertisers. Additionally, X plans to test Sensitivity Settings and an automated blocklist via X Ads Manager. While advertisers welcome the enhanced controls, some creators expressed concerns about transparency and the impact on their income.
Major social platform (X) introduces advanced brand safety controls for advertisers, impacting ad placement strategies and industry standards.
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Key Takeaways & Evidence Grounding
- X launched pre-bid Adjacency Controls for advertisers.
- Over 1,900 companies have adopted the tool with 99% efficacy.
- X expanded its exclusive partnership with Integral Ad Science (IAS) for brand safety.
- X will test Sensitivity Settings and an automated blocklist in upcoming weeks.
- US advertisers get access to GARM-compliant ad inventory through the new controls.
Connected Companies & Entities
2 Entities mapped“X also unveiled the expansion of its collaboration with brand safety provider, Integral Ad Sciences (IAS)....”
“X, the social media platform once known as Twitter, has taken a step forward in ensuring a safer and more inclusive environment for its user...”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
AWNY, Jupiter Fest Spotlight Agentic Ads and Open Web
Advertising Week New York and the inaugural Jupiter Festival Miami highlighted the industry's shift toward agentic advertising and anxieties about the open web's future. Major announcements included TikTok's off-platform ad expansion and a new AI shopping agent, Meta's AI campaign assistant testing, and OpenAI's visual ads introduction. Paramount's $110 billion acquisition of Warner Bros. Discovery closed, forming Skydance. Key themes were the threat of AI to publisher traffic, the rise of AI visibility tools, the early stage of agentic media buying, unsolved cross-platform measurement, and the booming sports and retail media sectors. Deals included PubX's acquisition of Compliant and a $5 million Series A, and OpenAI's reported $30 billion round talks with BlackRock and UAE investors.
OpenAI Pilots Brand Suitability Controls with DoubleVerify and IAS
OpenAI announced during Advertising Week New York that it is piloting brand suitability controls with DoubleVerify (DV) and Integral Ad Science (IAS). The two verification firms will independently assess how OpenAI applies its brand safety standards in a controlled testing environment, without accessing private user conversations. This move aims to provide advertisers with greater transparency and follows a trend of platforms seeking third-party verification to build trust with buyers. ChatGPT reportedly reaches 1.2 billion users weekly. OpenAI is also testing a larger, image-led ad format and expanding its measurement partners.
IAS launches brand safety measurement for ChatGPT ads
Integral Ad Science (IAS) announces it is among the first partners to provide independent brand safety and suitability measurement for ChatGPT ads. The solution allows advertisers to assess ChatGPT ads against IAS taxonomy categories, enabling them to evaluate the platform's role in their media strategy and track media quality over time. The integration is currently in a closed pilot phase, available to select advertisers, with broader rollout expected soon.
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