Social media giant, X has partnered with Genius Sports to launch the Trend Genius project, ahead of a summer of sport, including the Olympic and Paralympic Games.

Utilising X’s Ads and Trend APIs, the move allows advertisers to sync with live discussions on the X platform across various categories.

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Meanwhile, when a specified topic hits a certain conversation threshold, pre-set ads are launched to engage audiences at peak interest.

As conversations slow down, the campaigns are automatically paused until the topic gains momentum again.

As the exclusive data distributor for the NFL, NCAA, and the Premier League, Genius Sports used its background in data-driven product development to create the real-time algorithms essential for managing ad spend on the X platform.

X, Head of Sales of America, Monique Pintarelli, said: “We’ve seen record engagement rates with this product, showcasing how X users continue to create culture in real-time.

“As live events unfold on X, the Trend Genius product helps brands capture the unpredictable and dynamic trends that shape our world in real-time. We’re excited to debut this product in partnership with Genius Sports, and help brands reach our unparalleled and passionate audience.”

Genius Sports, CRO, Josh Linforth, added: “With our long history of powering sports data, we understand that seconds matter.

“We wanted to help brands make the most of key moments, by ramping up campaigns when conversation across X was most positive and influential. We’re thrilled to drive this product forward during such an exciting time in the sports calendar.”