Optimized Targeting uses an engagement-based model that leverages unique on-platform signals to find and reach the people on X who are likely to deliver campaign outcomes. In other words, this model looks at a person’s previous on-platform behavior and the types of content that they’ve previously interacted with to determine if they are likely to engage with an ad.
With Optimized Targeting enabled, certain targeting selections will always be respected while others will be treated flexibly. This allows X to reach beyond your targeting criteria in order to reach an opportunistic audience.
As your campaign runs, Optimized Targeting’s mode will continue to adapt & learn - allowing for sustained, efficient performance without the need to consistently be tweaking or tuning your targeting settings.