X, previously known as Twitter, introduces ‘sensitivity settings’ to boost ad sales.

X’s Approach to Free Speech and Profitability

Elon Musk has emphasized X’s commitment to free speech, but this strategy has not translated into financial success. The company, formerly known as Twitter, has seen a significant decline in ad sales under Musk’s leadership, with a 59% decrease in June compared to the previous year.

X Introduces “Sensitivity Settings” for Advertisers

To address this decline, X is rolling out a new tool called “sensitivity settings” aimed at attracting advertisers back to the platform. This tool, utilizing machine learning, will allow brands to customize where their ads appear based on their specific sensitivity preferences.

The tool offers three levels of sensitivity:

• Relaxed sensitivity, which is not yet available, will display ads alongside some sensitive content while excluding hate speech and explicit sexual material.

• Standard sensitivity is designed for brands with moderate sensitivity thresholds, excluding hate speech, explicit sexual content, gore, and profanity.

• Conservative sensitivity sets a strict threshold, avoiding ads being placed next to hate speech, sexual content, gore, profanity, obscenity, spam, and drugs.

The default setting is “Standard” sensitivity, providing advertisers with a balanced approach to content placement.