MediaNama’s Take
X’s new aesthetic score changes the rules of online advertising. For the first time, a major platform has made ad design a direct factor in pricing. The platform will now charge advertisers more if their ads look “spammy” or messy, even if they perform well. This goes beyond standard moderation or engagement-based algorithms; it turns subjective style preferences into economic levers.
Other platforms like Meta and Google have long deprioritized poor creatives. But they usually let performance decide what works. X,…
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