Advertising

A Dutch court has cleared the way for a collective damages case against X to be argued in full. On Thursday, October 22, the District Court of Amsterdam ruled that the proceedings brought by Stichting Onderzoek Marktinformatie, known as SOMI, may proceed, finding that the foundation meets all legal requirements to bring the action and appointing it the exclusive representative in the case. The case will now proceed on the merits.

Advertisers on X will soon have to worry about more than whether an ad is accurate. They will also have to worry about whether it looks good enough. In a post on Friday, October 16, Elon Musk announced that all advertising on the platform will be subject to what he called a reasonable aesthetic standard, and that advertisers who fall short could lose the ability to advertise altogether.

Football fans who follow games on X now have official numbers behind the conversation. Genius Sports announced on October 15 that it has partnered with X to connect NFL Gametime on X with the NFL's official data, giving fans real-time scores, statistics and insights as games unfold during the 2026 season.

X has a new pitch for businesses that have never advertised on the platform: bring a website address, and let the AI handle the setup. X Lift, unveiled at Advertising Week New York on October 6, 2026, is an AI-powered tool in X Ads Manager that turns a business URL into a set of ad options in a few clicks, then builds much of the campaign around them.

Baseball fans on X are getting a dedicated home for the postseason. On October 7, at Advertising Week New York, X announced that its Gametime sports hub is expanding beyond football, with Major League Baseball as its second league partnership.

Gametime was first announced in August as an NFL-focused hub, bringing live scores, play-by-play updates and game feeds together in a single place instead of leaving fans to piece a game together from scattered posts. The MLB version, arriving this month, applies the same idea to the baseball postseason.