Ad Buys

Advertisers return:

AdWeek reports that after pausing their campaigns on X (formerly Twitter) in November 2023 due to concerns over their ads appearing alongside antisemitic content and “hate speech,” several major advertisers have returned to the platform in 2024. According to data from marketing intelligence platform MediaRadar, these brands collectively spent less than $3.3 million on X from January to September 2024, representing a staggering 98 percent year-over-year drop from the $170 million spent during the same period in 2023. The exodus of top advertisers from X was triggered by concerns about brand safety. However, some brands are now reconsidering their approach to X, given Musk’s close ties to President-elect Donald Trump. Max Willens, senior analyst at Emarketer, suggests that “sending at least a trickle of ad spending toward X may be seen as good for business, albeit in an indirect way.”

They know where to go...