After pausing advertising on X due to brand safety concerns, Apple is reportedly considering returning to the platform. Amazon has already resumed its ad spending on X, a significant shift from its previous withdrawal. Companies re-entering X are doing so with much lower spend rates compared to before Elon Musk's acquisition. Tim Cook expressed the importance of Twitter as a platform for discourse, suggesting a nuanced view on its role and the adjusted brand safety landscape affecting Apple’s potential advertising strategy.
Amazon is ramping up ad spending on Elon Musk's X, a major shift after pulling much of its advertising more than a year ago, amid brand safety concerns.
Apple, which pulled all of its ad dollars from X in late 2023, has had discussions about testing out ads on the platform, signaling a reconsideration.
Tim Cook noted, 'Twitter's an important property,' reflecting his complex views on the platform's role in discourse and brand safety.
Companies returning to advertising on X are spending at much lower rates than before Elon Musk acquired it, indicating a cautious approach.
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