Adjacency to sensitive media in Timeline and Search
X prevents ad placement adjacent to Posts that have been labeled as “Sensitive Media” by our X Service Team or by the Tweets’ authors, including media containing graphic violence and consensually produced adult content as defined under our Sensitive Media policy.
Ensuring brand safety in the XAmplify Program
Every video from our content partners goes through a manual human review to ensure it meets our brand safety standards before it can be monetized. We supplement this review with a wide array of algorithmic health and safety checks that apply to all Posts on the platform.
We also hold regular proactive educational sessions with our content partners to help them successfully monetize their content on X within our brand safety standards.
Promoting brand-safe placement in Search
X monitors conversations and trending topics around the world 24 hours a day, and removes ads from Search Results we deem unsafe for ads. This internal keyword denylist is updated on a regular basis, and applies to all campaigns globally. As a search is conducted, this denylist is referenced and if a search term appears on the list, no Promoted Ads will serve on that term’s search results page. The same denylist applies when users click a trending topic and are taken to the results page for that trend.
Brand safety controls for ads on Profiles
Every time a Profile is updated, our machine learning model searches the content of the Profile page with the goal of ensuring that content is brand safe, according to our brand safety policies, before a Promoted Ad is served. We only serve ads on Profiles that we deem to be safe for ads. We may also block ads from serving on individual user profiles based on the content or behavior of the account and lack of alignment with our brand safety policies.
Brand safety protections for ads in Post Replies
Post Replies is a new ad placement that launched in 2022 to help drive more scale and performance by serving in areas with high engagement and visibility. We recently expanded for additional objectives including advertisers running campaigns for App Installs, Reach, Website Traffic and Conversions objectives. We use similar modeling to that which is applied on our Profiles placement and do not place ads within the Replies to Tweets from accounts that we determine to be not safe for ads. We expand upon that level of protection and employ additional modeling to avoid including ads in replies that include conversations that may be considered unsafe or unsuitable. In addition to this modeling, we will not place ads on newly created Profiles to ensure safe ad placement.
Keyword Targeting restrictions
X maintains a global denylist of Keyword Targeting terms that are not permitted to be used as parameters for positive keyword targeting (audiences associated with these terms can still be excluded through keyword exclusion targeting). This list is continually updated and includes a wide variety of terms that most brands would consider to be unsafe, as well as terms that are not allowed to be targeted per our Ads Policies. Learn more about our policies for Keyword Targeting.
Audience filtering and validation
X excludes accounts we suspect may be automated from monetizable audiences, helping to ensure valid traffic on ads. We also offer viewability measurement through integrations with multiple MRC-accredited third parties.
X is a public platform, and we work to ensure this open forum remains healthy through our policies and platform capabilities. Direct Messages, while private between the sender and recipients (up to a max of 50), are subject to the our Rules which apply to all individuals and content on X. In a Direct Message conversation, when a participant reports another person, we will stop the violator from sending messages to the person who reported them. The conversation will also be removed from the reporter's inbox. We will review reports and action appropriately.