X hopes to lure creators, take on YouTube with new ad targeting

Musk has tried to push the company toward more premium video content in recent months by adding partners — REUTERS/Dado Ruvic/Illustration/File Photo

Elon Musk’s X is adding new advertiser targeting features to better entice video creators and compete against YouTube.

X, the social network formerly known as Twitter, will let advertisers run ads before videos from creators of their choosing starting later this month, the company said Monday in a statement. Advertisers can run ads in the main timeline and on a creator’s profile.