Conclusions so far:

• Custom Audiences consistently deliver the highest ad relevance on X, achieving up to 96% relevance scores in our tests.
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• Based on campaign objective and budget, we can start with Custom Audiences and layer additional targeting features to find the right balance between relevance and scale.
• Follower look-a-like targeting proves effective for scaling campaigns while maintaining decent relevance, particularly when using carefully selected @handles with high-quality follower bases.
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To significantly improve ad relevance on X, we've identified three key optimizations for the Custom Audience product:

1. Reduce Custom Audience processing time from current >72 hours to industry standard (Meta achieves <2 minutes).
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2. Enhance match rates by optimizing the audience matching algorithm to reduce unnecessary drop-off.
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3. Prioritize Custom Audience delivery in the Ad Serving Engine to maximize the effectiveness of this high-performing targeting method.