Observed Signal · Feb 17, 2024 · Product Launch · Source: OnlineMarketing.de · Impact: 2/5 · Sentiment: Neutral
X to Bring Back Advertisers via Creator Targeting
X is introducing a Creator Targeting option that lets advertisers run ads alongside content from curated premium creators using the self-serve X Ads Manager. The move aims to address advertiser hesitancy tied to controversy surrounding platform content after Elon Musk's takeover, including boycotts by Disney, Apple and IBM in late 2023. The feature would allow brands to target or avoid content associated with specific creators, with plans to expand to ads restricted to individual creators' profiles in the future. Since July 2023, X has operated a Revenue-Sharing program with verified creators, and the company reports that around 80,000 creators have joined the program. The update aligns with X’s broader shift toward a Video-First platform and complements recent launches such as vertical video ads and new sorting options, as the platform reasserts monetization opportunities for both advertisers and creators.
Announcement of a new Creator Targeting feature to re-engage advertisers on X; moderate industry impact.
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Key Takeaways & Evidence Grounding
- X announced Creator Targeting to allow ads against content from premium creators.
- Disney, Apple and IBM paused advertising on X in November 2023 amid platform-content controversy.
- X reports 80,000 creators joined its Revenue-Sharing program since July 2023.
- X plans to enable Ads only inside profiles of selected creators in the future.
- X launched vertical video ads and a new video-first advertising option.
Connected Companies & Entities
5 Entities mappedOntology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
X launches Creator Connect to match brands and creators
X has launched Creator Connect, an AI-powered creator-brand matchmaking feature that helps advertisers find suitable creators in real time. The service uses xAI’s Grok to identify creators based on campaign goals, audience interests and realtime trends; X then manages discovery, outreach, creative collaboration and distribution while brands retain approval and veto rights. The launch complements recent creator monetization updates such as Creator Subscriptions 2.0 and additional subscription tools and dashboards. X executives—including Mitchell Smith (Global Head of Content Partnerships at X) and Monique Pintarelli (Head of Global Advertising at xAI)—position the product as part of a broader push to grow a sustainable creator economy on the platform, which still hosts more than 500 million users. The article also notes ongoing brand-safety and monetization challenges on X.
X Simplifies Ad Creation with New Format Support
X has expanded aspect ratio support for image and video ads to let advertisers reuse creatives they built for other social platforms without reformatting. Advertisers can now upload existing assets to X Ads Manager via Media Studio or the Campaign Form. Newly supported aspect ratios announced include 4:5 (1440 × 1800) and 2:3 (1080 × 1620); X already accepted 1:1, 16:9, 9:16 and 1.91:1 formats. The feature is presented as a way to reduce creative production friction, speed testing, and improve brand consistency. The announcement comes after years of ad-revenue decline since Elon Musk’s acquisition (when the service was known as Twitter); ad sales improved under former CEO Linda Yaccarino but 2025 revenues remained below pre-acquisition levels. xAI — which acquired X last year — positioned the change as part of efforts to support advertisers on the platform.
X launches Original Content Rewards Program
X (operating under SpaceXAI) will launch the Original Content Rewards Program on Sept. 8 to pay creators who produce "original, high-quality content." The change replaces aspects of the July 2023 revenue-share model and follows other creator-focused product introductions (including Creator Connect). SpaceXAI executives say the move aims to help creators earn a living and make it easier for brands to find experts, but media buyers and agency execs are cautious because of concerns about the platform’s feed, brand safety, historic advertiser departures and ongoing legal and safety controversies tied to SpaceXAI’s generative AI product, Grok. Industry sources say some publishers and creators may enable the program as a low-lift revenue stream, but most agencies are unlikely to shift budgets immediately without visible feed improvements.
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