X has partnered with sports data giant Genius Sports to launch an intelligent advertising technology product with “record engagement rates.”

Social media firm X partnered with London-based Genius to roll out Trend Genius, a product that ‘listens’ to trending conversations and boosts ad spend at peak engagement times. Genius took to X on Thursday to announce the tie-up that gives advertisers the opportunity to accelerate ad attention and action at key moments:

Trend Genius is powered by X’s Ads and Trend APIs and gives advertisers the opportunity to align with real-time conversations across the latter’s platform. According to a Genius press release, when a given topic organically peaks, “pre-programmed creative will run to reach audiences when they’re most engaged.”

When the conversations slow down, the ads automatically pause, but will kick in when, or if, increased engagement resumes.  X’s Head of Sales, Americas, Monique Pintarelli, said Trend Genius showcases:

how X users continue to create culture in real-time.”

Pintarelli added in the Thursday news release that X has “seen record engagement rates” with Trend Genius.

Genius Sports Chief Revenue Officer Josh Linforth, meanwhile, stated that his long-established sports data firm appreciates that “seconds matter” in the ad game. He added: “We wanted to help brands make the most of key moments, by ramping up campaigns when conversation across X was most positive and influential.”