Twitter, now known as X, has partnered with the Google Display Network to outsource the sale of some of its ad space.
Advertisers will now be able to access X's home feed inventory through Google Ads Display campaigns.
However, it is important to note that X's advertising guidelines are not as strict, which means there is a risk of campaigns appearing alongside offensive content.
This partnership is seen as an opportunity to reach X's large audience of over 200 million daily users using Google Ads' campaign set-up and targeting tools.
X's ad revenue has declined significantly, leading to the move to outsource some ad sales to Google.
The partnership has the potential to create a powerful marketing database if the companies effectively share their data.
Google has stated that publishers participating in this partnership must adhere to their policies.