I still think Twitter, or I guess X, is still predominantly the organic social tool when it comes to text-based social at this point, even with all their issues, from an ad perspective, said Jacob Wallach, founder and CEO of Social4TheWin.
X's U.S. ad revenue are expected to fall this year, according to eMarketer, who predicts the platform will see $1.04 billion in ad revenue, slightly down from $1.06 billion in 2023.
Brand safety has perhaps been the biggest battle X has faced, in which a slew of advertisers either paused ad spend or abandoned the platform altogether as organic users.
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