X Is Testing A New Ad Format That Connects Posts With Products

X Is Testing A New Ad Format That Connects Posts With Products

X is quietly testing a new ad format that embeds product recommendations directly beneath organic user posts — and the goal, according to the platform's own head of product, is to create "an ad product that isn't an ad." The test, first spotted by a user in Europe, placed a "Get Starlink" suggestion under a post praising Starlink's satellite service in Portugal. It clicked through directly to Starlink's website. If this format rolls out broadly, it could fundamentally reshape how advertising works on social media. What Is X's New Ad Format, Exactly? The new X ad format works by detecting when a post organically references a brand or product, then inserting a sponsored recommendation in a clearly outlined box directly beneath that post. In the initial test case, a user posted that Starlink's satellite internet performs exceptionally well in Portugal. Beneath that post, an ad unit appeared prompting viewers to "Get Starlink," with a l…