X's focus areas for 2024: Using AI to enhance ad experience & strengthen full-funnel ads offering

Projecting itself as an “everything app”, X shared details about its focus areas for 2024 in a blog post.

X said that it will strengthen its full-funnel ads offering through the core pillars of video, performance, and brand safety.

“We will continue to partner with industry leaders to bring you more brand safety capabilities and verification through our partnership with Integral Ad Science,” it said.

X saw a rise of 22% in its total ad engagements in 2023.

Stating factors for the rise in ad engagements, X shared, “We made advertising on X more relevant and impactful by bringing our organic and ads algorithms closer together while launching new products and content partnerships to help advertisers drive full-funnel outcomes.”

With regards to brand safety solutions, X said that it shipped more products in three months than in the prior 3 years.

“We have set the bar with industry peers on how to deliver brand-safe advertising in feed environments,” it wrote.

In 2024, X aims to launch ‘peer-to-peer payments’, which will open newer opportunities for commerce.

It wrote in the blog post that it will continue to show the audience more relevant and important content by enhancing its See Similar Posts feature, powered by xAI. “The upcoming See Dissimilar Posts enhancement will empower users to explore content that aligns with their interests or challenges their perspectives based on their past activity, improving the quality and balance of information they receive,” wrote the micro-blogging site.

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