X (formerly known as Twitter) has joined forces with the Google Display Network in an effort to increase its advertising revenue. Advertisements can now be placed on X's home feed inventory via Google Ads Display campaigns, allowing advertisers to reach the platform's vast daily user base of over 200 million. The move comes following a 59% decline in ad revenue in the US alone, and is part of CEO Elon Musk's strategy to address this issue.
Google Ads' familiar campaign set-up and targeting tools mean that advertisers can create campaigns tailored to X's audience. However, the social platform's lack of strict advertising guidelines can also pose a risk, as campaigns may appear alongside unrestricted and potentially offensive content.
Tom Ruff, Head of Social at digital marketing agency Journey Further, believes the Google partnership could be hugely beneficial. He pointed out that merging Google's data with X's would create the "most powerful marketing database out there". Google has confirmed that all publishers participating in this partnership must abide by their publisher policies.
The new Google Ad Manager deal could offer X a much-needed boost to their advertising revenue. With its vast user base and Google's reliable targeting tools, the partnership has the potential to be highly lucrative. We'll just have to wait and see how successful it is.
Originally reported by Martech: https://martech.org/x-twitter-partners-with-google-ad-manager/
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