X (previously known as Twitter) is partnering with Google Ads in an attempt to make up for the declining ad revenue seen by the company since its takeover by Elon Musk.
In the near future, X will be included as part of the Google Display Network, making it possible for many of the ads run by Google Ads to appear on the social network.
Why Is X Partnering With Google?
Since the purchase of Twitter by Elon Musk last year, the company has seen an estimated 59% drop in ad revenue from the US. While numbers are not available globally, most analysts agree that this has dramatically hurt the social network’s profits
Much of this reduction in ad revenue was sparked by Musk’s decisions to reduce moderation on the platform and to unban controversial accounts. Since then, advertisers have seen their ads appearing alongside increasingly objectionable content including hate speech, slurs, and nazi imagery. As you might expect, this has led many advertisers to completely stop advertising on the platform.
Can You Opt Out?
For brands concerned about potentially having ads shown alongside hateful or controversial media, it is important to know that you can choose to not have your ads shown on X or any other website. As a Google spokesperson told Ad Age:
“This is an opportunity for our advertisers to reach a broader audience, but as always they can choose what sites and apps their ads run on. Any publisher who participates in this type of partnership must abide by our publisher policies.”