Elon Musk's X aims to win back advertisers with new brand safety technology deal

The institution formerly known arsenic Twitter is betting that a caller ad-tech concern and enhanced information tools for brands volition lure backmost advertisers who departed successful the months since Elon Musk purchased the company.

X, arsenic Musk renamed the company, said Tuesday that it signed a one-year woody with Integral Ad Science, which sells ad-verification technology. IAS CEO Lisa Utzschneider said her institution is offering its alleged pre-bid tools, which companies often usage to guarantee their online ads don't look adjacent arguable contented earlier an auction takes place.

"We classify the contented connected behalf of marketers earlier they tally their ads to guarantee that the situation is marque harmless and marque suitable for the advertiser," Utzschneider said successful an interrogation with CNBC.

The concern follows caller reports from nonprofit groups and third-party researchers who allege hatred code and violative contented person go much wide connected the level since Musk took implicit successful October. Musk and X person disputed the allegations and past week sued the nonprofit Center for Countering Digital Hate aft the radical claimed Twitter failed to instrumentality action against paying subscribers who station violative and racist content.

IAS' exertion has been used by Twitter for years, but the pre-bid exertion is caller and volition go disposable connected X arsenic portion of a proceedings oregon beta play during the "back fractional of this year," Utzschneider said. It volition beryllium much wide disposable crossed the level "before the extremity of the year," she said.

Pre-bid marque information tools tin usage instrumentality learning to find wherever to spot ads successful a mode that adheres to a company's concerns, though the exertion isn't cleanable and tin sometimes effect successful missed advertisement opportunities.

IAS provides akin marque information exertion to TikTok and Google's YouTube, Utzschneider said. X is exclusively utilizing IAS for the twelvemonth of the contract.

X besides said successful a blog station that it would commencement investigating the usage of "sensitivity settings" to assistance companies administer their ads successful a mode that amended conforms to their levels of tolerance for arguable and racy content. Twitter said it built an "automated industry-standard blocklist" intended to guarantee ads don't look adjacent unsafe keywords connected the app's timeline.

In July, Musk said currency travel remained antagonistic astatine the institution due to the fact that of a astir 50% driblet successful advertizing gross coupled with "heavy debt."

Tune successful Thursday astatine 10 a.m. ET to CNBC's interview with X CEO Linda Yaccarino arsenic she speaks with Sara Eisen connected "Squawk connected the Street."

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