A. Guttmann
Research Lead covering media
X (formerly Twitter) advertising and marketing - statistics & facts
Since Twitter’s – now X – takeover from tech billionaire Elon Musk, advertisers and marketers are closely following the changes introduced to the platform’s operations and cautiously evaluating their future business dealings with it. As Musk let go of X’s top advertising professionals and executives, the ad industry responded with caution. For instance, one of the biggest ad companies worldwide, IPG, released communications to their clients with recommendations to suspend spending on X for the time being. In 2022, X’s ad revenue worldwide reached 4.7 billion U.S. dollars. With the changes around the platform’s operations, such as plans to decrease content moderation, the restructuring is expected to backfire and undermine the company’s gains in the future, as advertisers will likely take their business elsewhere in fear of damage to brand safety.
