""Historically, even when X was known as Twitter, it was not a major priority due to its lack of competitive performance," Mindgruve's group media director Haley Feazell told Digiday in 2024."
""X has struggled to keep up with its peers in direct-response advertising, and its returns have been subpar," said Zeno Group's svp paid social Shamsul Chowdhury."
X has initiated a major revamp of its advertising tools, described as the largest in its history, with a focus on AI-powered features. The updates include enhanced retrieval and ranking systems aimed at improving contextual and semantic ad delivery. The full ads platform is expected to be ready later this year, currently in testing with select advertisers. This overhaul addresses previous criticisms of X's ad tools being rudimentary and aims to enhance competitive performance in direct-response advertising.
Read at Digiday
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