90% of X's Boycotting Advertisers Return, But Is It Enough?

X CEO Linda Yaccarino announced at CES 2025 that 90% of advertisers who boycotted X due to brand safety concerns have returned. This claim, however, lacks detailed backing. Despite Yaccarino’s optimistic statement, external data from marketing intelligence firm Sensor Tower paints a different picture. Before the presidential election, 72 out of the top 100 US advertisers on X had stopped spending by September 2024, up from 50 in October 2023. Although some big brands like Comcast, IBM, and Disney resumed advertising post-election, X’s value had plummeted by up to 72% since Elon Musk’s Twitter acquisition. The discrepancy between X’s internal data and Sensor Tower’s suggests that the financial recovery of X might not be as robust as claimed.

Source: arstechnica.com