In a significant development in the digital advertising landscape, X has announced that it is expanding access to its new Vertical Video Ads. This move will allow all advertisers globally to leverage this immersive, full-screen, sound-on advertising experience.
Vertical Video Ads provide an engaging way for brands to tell their stories on X’s rapidly expanding platform. The format offers more story and greater scale, catering to the growing preference for vertical content consumption on mobile devices.
This expansion comes with a market-leading brand suitability solution. In partnership with Integral Ad Science (IAS), X is ensuring brand safety and suitability aligned to the Global Alliance for Responsible Media (GARM) framework. This collaboration classifies all Vertical Video Ad adjacencies, ensuring that ads are displayed in a suitable and safe environment.
The introduction of Vertical Video Ads reflects X’s evolution to meet the latest array of ad formats. During the beta phase, bids were allowed on pre-screened, brand-safe Vertical Video feed inventory, setting a precedent for this new form of advertising.
In conclusion, X’s decision to make its Vertical Video Feed Ads available to all advertisers marks a significant step forward in adapting to changing consumer behaviors and meeting advertiser needs. As the digital advertising landscape continues to evolve, X’s commitment to innovation and adaptation positions it as a leader in the industry.