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X’s ad business improved under departing CEO Linda Yaccarino, but it’s still tough times ahead
In the U.S., ad spending was up 62% year-over-year in the first half of 2025.
In November 2023, brands including Apple, Disney, and IBM paused their ad spending on X in the wake of Musk’s endorsement of an antisemitic post. The social network was already on track for a nearly 55% year-over-year decline in worldwide ad spending, according to eMarketer estimates, and this boycott threatened to worsen the situation further. The X owner and SpaceX exec famously told X advertisers leaving to “go fuck yourself,” calling their departure a form of blackmail.
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