iWorld
Google’s new tool helps keep a tab on rising TV users
MUMBAI: Google recently launched a series of tools in Display And Video 360. It comes as a sigh of relief for digital media buyers as it makes it easier for them to discover and secure ad inventory on high-quality streaming content.
According to data, Display and Video 360's connected TV available inventory surged by 75 per cent in April from the previous year.
"This doesn't include YouTube and YouTube TV, which over 100 million people watch on their TV screens each month in the US. Even now, as stay-at-home restrictions are being lifted, connected TV usage remains well above pre-Covid2019 levels," Google said in a statement.
The platform had created a dedicated TV section in the maketplace specifically for publishers and inventory that let them reach TV audiences across devices.
People can easily discover deals with available publisher inventory.
"Additional filter options let you search by geo or streaming device type to quickly find the right partner for your campaigns," informed Google.
One can send request for proposals (RFP) to publishers directly from the dedicated space.
"We'll be rolling out this new interface throughout the next few weeks. In the future we will also be adding national linear TV broadcast and cable networks as well as local TV stations to this section in Marketplace," informed Google.
The platform also mentioned that it is making YouTube Select's dedicated streaming TV lineup available to Display and Video 360 buyers in the US.
iWorld
X launches XChat messaging app on iOS with calls and encryption
Standalone app marks shift from “everything app” vision, adds E2E messaging.
MUMBAI: From one big app to many small chats, X seems to be splitting its ambitions. X has rolled out its standalone messaging app, XChat, to iOS users, opening up a new front in its evolving product strategy. The app allows users to connect with existing X contacts through private and group messages, file sharing, as well as audio and video calls. The launch follows a limited beta phase, where the platform tested the product with a smaller user base to refine the experience. Now available publicly, XChat marks a notable pivot from earlier ambitions championed by Elon Musk to turn X into a single “everything app” combining messaging, payments, commerce and more.
Instead, the company under xAI ownership and backed by SpaceX appears to be building a suite of standalone applications, each targeting specific use cases while expanding its broader ecosystem.
At launch, XChat includes end-to-end encrypted messaging, PIN-based access, disappearing messages, and features such as message editing, deletion for all participants, and screenshot blocking. The company has also said the app is free from advertisements and tracking mechanisms, positioning it as a privacy-first alternative in a crowded messaging space.
However, security claims around the platform are likely to face scrutiny. Earlier iterations of XChat drew criticism from experts who argued it fell short of established encrypted platforms like Signal. With the wider rollout, the app is expected to undergo fresh evaluation to assess whether those concerns have been addressed.
Beyond messaging, XChat will also house X’s Communities feature, which is being discontinued on the main platform due to low usage and spam concerns. Migrating these users could provide an early boost to adoption, effectively turning XChat into both a communication and community hub.
The move underscores a broader recalibration at X less about cramming everything into one app, and more about spreading bets across multiple touchpoints, one message at a time.
