XPDF

Internal briefing · Fall 2026

X: The Global
Town Square

A look at what's live, what's new, and where campaigns can own the conversation this cycle.

01 — Platform

Entering a new orbit

X, xAI, and SpaceX as one stack. Faster shipping. Deeper compute. Ads built to convert that into results.

Entering a new orbit — X, xAI, SpaceX
Client Council — Combined capabilities. One vertically integrated engine.
Superior compute. Sharper intelligence. Stronger results
Client Council — Optimization, real-time targeting, campaign monitoring, audience insight.

02 — Why X

Today’s timeline is tomorrow’s headline

X is still the place politicians, journalists, and voters meet in public. People come here to discuss, not to tune out. That's the buy. Real attention.

#1News app in America
34%Ad attention. Highest among social.
+55%Time spent by new users vs. Q3 2025
+50%Increase in first-time downloads
X is the #1 news app in America
Slide 3 — The timeline writes the next cycle’s headlines.
X users are more tuned in to ads
Slide 5 — Other apps are escape hatches. X is where people stay awake.

The audience you cannot rent elsewhere

35% of X users are not on YouTube. 31% are not on Facebook. 23% are not on TikTok. Incremental reach is the product, not a footnote.

Incremental reach vs other platforms
Slide 12 — Unique reach, not recycled inventory.
X is not an echo chamber
Slide 14 — Independents at 17%. Strong D and strong R both show up. Friction is the point.
Platform surfaces across the funnel
Slide 19 — One stack from takeover to re-engagement.
X plus TV incremental reach
Slide 21 — Second-screen and mobile-first voters live here.
Amplify sponsorships
Slide 22 — Brands at $100k+ see +34% higher Amplify completion rates.
State-targeted takeovers
Slide 23 — Spotlight for trending. Timeline for first-ad-of-the-day.

Priority Lane

Exclusive statewide takeover inventory. Fixed tier pricing. No bid war with national brands. Book four TKOs a month. Alerts twice a week.

X Priority Lane expanded statewide takeover inventory
Priority Lane — Mega $150K · Large $95K · Core $47.5K · Focus $28.5K.

03 — What’s new

Lead gen. Tap. Lead. Done.

US beta launched mid-August. Advertisers collect name, email, phone — and more — without sending anyone off X. That is the whole product.

Native forms beat landing pages. Pre-filled fields after the first submit. Qualified people, already in the conversation. Export, CRM, or API.

Speed

One tap vs. a multi-step site. Contest entries, demos, webinar seats — same motion.

Completion

Profile data pre-populates. Drop-off is the enemy. This kills most of it.

Fit

Works on image, video, carousel. Auction.

Business · @XBusiness

Jul 21, 2026

Tap. Lead. Done.
Coming soon to X Ads.

Quoted by Monique Pintarelli: “The most requested ad product is dropping.” High-intent audience, high-quality leads. CRM hooks: Zapier, HubSpot, Salesforce.

View the announcement post

04 — Targeting

Direct @handle targeting

Upload custom audiences of X handles. Followers, mentions, bios, job titles, location, verification. Allowlisting. 2,000 minimum.

New Direct @Handle Targeting
New — Build audiences from follows, mentions, keywords, and bios. Export and run.

05 — Programmatic

Launching Programmatic Ads

All programmatic placements run in For You, Following, and vertical video. No special crop ritual. Bring the 9:16, 1:1, 16:9 you already made.

Programmatic native placements
Native content, native video, app install — in the feeds people already scroll.
Immersive vertical video
Immersive video: full-screen, mobile-first. Stops the thumb. Then the display unit rides along.
Expanded aspect ratios
2:3, 4:5, 9:16, 1.91:1, 16:9, 1:1. Reuse the Meta/TikTok kit. Do not rebuild it.

06 — NFL

Win the 2026 season

The NFL is the loudest sport on X. 36% of the 2025 U.S. sports conversation. Highlights, fits, player takes — then scores and standings in the same session.

36%Of 2025 U.S. sports talk on X was NFL
2 of 3U.S. X users are NFL fans
+29%More likely to be avid fans vs. other social
2MAverage NFL posts every Sunday
NFL at full volume 24/7
Slide 9 — Highlights, fits, player takes. Culture, not just scores.
Timeline plus Hub
Slide 10 — Timeline for the buzz. Hub for the numbers. Same session.

07 — College football

Loyalty that never logs off

Last season on X: 32B impressions, 2.5B video views, 298M engagements. The season is a six-month conversation, not six Saturdays.

Season-long conversation stats
Slide 4 — The season is a six-month conversation, not six Saturdays.