It has been just over a year since business billionaire Elon Musk officially bought Twitter, renaming it X and sending what was the internet’s town hall into flux with users and advertisers alike. (Find a deep dive into the last year of X here.)
Throughout that time, advertisers questioned their commitment to the text-based social media platform, wary of its waning brand safety measures, rising misinformation, and haphazard product rollouts under new leadership. A number of brands pulled out, curtailing both advertising and organic posts on X. Only a third of brands posted on X in the last month, according to Digiday research. Publishers have taken a similar approach with 73% of publisher professionals saying their titles posted content to X this year in comparison to 89% last year. Last week, IBM announced it was halting advertising from X, following a report that its ads appeared next to pro-Nazi posts.
In this latest installment of Digiday’s Confessions series, in which we exchange anonymity for candor, an agency strategist details the strained relationship between agency pros and X, and if Linda Yaccarino’s can salvage X’s leadership.
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