Brand Safety Controls

Brand safety controls let you set what kind of content your ads can appear next to and which categories to keep them away from.

You use sensitivity settings and blocklists to rule out content you do not want adjacency to, and X places your ads according to those category and adjacency rules. You set the tolerance and the placement follows it.

A family brand sets its sensitivity to the strictest tier and adds keywords to a blocklist so its ads never sit beside flagged posts. In reporting you can see where placements were allowed and where they were held back. Set your own tolerance, then review the adjacency report against what you actually approved.

Tighter is not always better. The strictest settings shrink the pool of eligible placements, so reach and delivery drop, and teams often clamp everything to the top tier and then wonder why the campaign cannot spend. Match the setting to real risk, not to reflex.

Every notch of safety costs you some reach.