X hosted senior advertisers, brands, and agency partners in New York last week for an invite-only Client Council event, where the platform outlined a series of product updates and a restructured creator program aimed at strengthening its advertising proposition.

Global Head of Advertising Monique Pintarelli led the event under the theme “Ad Astra,” joined by Head of Product Nikita Bier and Global Head of Content Partnerships Mitchell Smith.

Product Updates

Bier and Pintarelli presented four recent product additions during a fireside chat: 

• Custom Timelines allows users to pin topic-specific feeds to their home tab, drawing on more than 75 subject categories. 
• Cashtags, launched in the U.S. and Canada on iPhone, surface real-time financial data and live price charts within the app. 
• Grok Imagine Quality Mode introduces enhanced image generation with stronger text rendering and higher creative control. 
• Grok Translate, now rolling out globally, automatically translates posts across languages using Grok.

Ad Platform Rebuild

X also announced it has begun what it describes as the most significant rebuild of its advertising platform in the company’s 20-year history. The overhaul targets performance, reliability, and development speed across advertiser segments. The first phase of a new X Ads Manager migration is underway, with dedicated support teams facilitating the transition.

The platform is also moving toward banning hashtags from all Promoted Posts, a decision owner Elon Musk has framed as an aesthetic improvement. Musk has separately announced plans to introduce size-based ad pricing, under which full-screen advertisements would cost more than smaller formats.

Creator and Content Strategy

Smith introduced a 360-degree content strategy built around X Amplify, X Originals, and the X Creators program. A creator panel featured Don Tepman, Ari Meirov, and Jackson Dahl, who discussed audience growth on the platform.

Smith also announced the return of “This Week in Baseball” as an X Original series, hosted by Gen-Z creator Kait Maniscalco. MLB Vice President of Media Business Development and Strategy Alex Cadicamo participated in the event, discussing how X supports real-time engagement around the sport.

“X is a true social media platform where people come to get involved and not just scroll,” Pintarelli said. “It’s where history is made and shared in real time, as it unfolds.”

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