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Advertiser exodus from X gathers pace with 26% ‘planning to cut spending’ | Advertising
Annual survey highlights growing concern about platform content and trust in information disseminated
More than a quarter of advertisers are planning to cut spending on Elon Musk’s X over concerns about the social media platform’s content and trust in the information disseminated, according to new global research. The advertiser exodus is just one in a run of commercial headaches for Musk – who has come in for criticism over posts relating to topics including antisemitism, the recent riots in the UK and US politics – the latest of which is a ban on X in Brazil. “Our brand safety rate is on average 99% as validated by DoubleVerify and Integral Ads Science, which is reflected by the fact that the majority of advertisers are increasing their investment in X, as shown by Kantar’s data.”
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