At the end of 2023, major brands like Apple, Disney, and IBM boycotted Twitter but returned by November 2024. Unilever also settled a lawsuit to advertise again. Advertisers expressed concerns about ad placement near harmful content, citing an unpredictable environment. The platform recently faced leadership changes, with CEO Linda Yaccarino resigning, likely struggling under Elon Musk's ownership. Critics argue that fixing Twitter's ad business is challenging due to its smaller user base, and potential reputational issues.
Kantar explained, "X has changed so much in recent years and can be unpredictable from one day to the next - it's difficult to feel confident about your brand safety in that environment."
Yaccarino's main goal was to fix X's ad business, but Business Insider explains it, it's an impossible task. X is not a big enough platform for some advertisers to see as a must.
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