Even as X dropped the prices of its ad spots to lure advertisers back, none returned. Musk's lawsuit argues that advertisers' failure to come crawling back constitutes an antitrust violation.
"By refraining from purchasing advertising from X, boycotting advertisers are forgoing a valuable opportunity to purchase low-priced advertising inventory on a platform with brand safety that meets or exceeds industry standards," the lawsuit said.
"To put it simply, people are hurt when the marketplace of ideas is undermined and some viewpoints are not funded over others as part of an illegal boycott," Yaccarino wrote in her letter, before accusing the defendants of cheating X out of billions of dollars.
Ruben Schreurs, the chief strategy officer at Ebiquity, a marketing and media consulting firm, told The New York Times that to advertisers, Musk's claims sound "so far-fetched and frankly ridiculous."
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