Exclude Twitter/X from Google Display Campaigns Due to Adult Content Policy

June 04, 2024 at 6:53:26 PM

TL;DR Now, X (formerly Twitter) has joined the Google Display Network, allowing ads to be placed on its main timeline feed via Google Ads Manager. This move aims to alleviate X's financial struggles but raises brand safety concerns due to the platform's adult content policy and high invalid traffic (IVT) rate of 23.61%. Marketers can opt out of X placements in their campaigns to avoid these issues.

Exclude Twitter/X from Google Display Campaigns Due to Adult Content Policy

To uphold brand safety, it is advisable to exclude Twitter/X from your Google Display, Demand Gen, and PMax campaigns, given their official policy of allowing adult content.

X is part of the Google Display Network

On September 28th, 2023, X (formerly Twitter) became part of the Google Display Network. This means that ads on X can now be sold through Google Ads Manager. Although this partnership is anticipated to benefit X financially, and X's ads have been included in Performance Max campaigns, advertisers can opt out by adjusting their settings.

Official Statement From Google:

Google announced that X's ad inventory will be available in the Google Display Network, limited to the home feed and subject to Google's publisher policies. Advertisers can exclude X from their campaigns by adjusting their inventory settings.

How to Opt-Out of Placements on X:

To exclude X from their ad placements, advertisers can choose Standard or Limited inventory modes in their Google Ads settings, preventing ads from appearing on X, which is only available in Expanded inventory mode.

Taking this proactive measure will contribute to maintaining a more secure advertising environment.

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