A new clickbait ad type that cannot be blocked or reported is being tested by the Elon Musk-owned social media platform X (previously Twitter).
While normal ads on X carry the “ad” label, the new unspecified ads on the platform—which are currently available on the company’s mobile app—carry no “ad” or “promoted” label whatsoever. The new ads appear in the user’s “For You” feed and redirect them to a third-party site when they try to click on them, evoking the experience provided by low-quality clickbait websites.
Users are not able to like or retweet these new X adverts, and the new ad format doesn’t make it clear that it is an advertisement or who is behind it. Unlike the majority of other websites that feature clickbait advertising, X withholds the identity of the ad network that is responsible for these adverts.
The type of material being promoted in the ads is consistent with ads found in spammy, low-quality “chumbox” advertising, which are often seen as clickbait adverts placed at the bottom of postings on content farm sites.
One advert directs readers to a third-party content farm website that is crammed with its own ads with the message “This Seems Unbelievable, But Happens in Dubai Everyday.” Other examples of some of the content in these X ads are “Action Now!” and “If you suffer from ringing ears (Tinnitus), you’re going to love this recent breakthrough.”
I think i just got an ad or promoted tweet where there was no mute/block option, the username was hidden and the only way to interact with it at all was to click on the ad pic.twitter.com/YXTtC0Zx3r
— liz (@flipnotemachine) September 26, 2023
An example of how the ads look in contrast to regular posts.
A further sign X is struggling to attract advertisers
In an effort to combat dwindling ad revenues, X has recently partnered with other parties in the adtech sector to sell available advertising inventory. Google only recently disclosed that it would work with X to sell programmatic advertising. Earlier this year, X also collaborated with InMobi, a programmatic ad sales startup with a mobile focus.
Musk has previously claimed that pressure from activists has resulted in the social media platform’s ad revenues falling. Last month, Musk attributed a 60% decline in the company’s advertising revenue to the Anti-Defamation League.
