Current advertisers' confidence in X, under Elon Musk's leadership, is faltering, with a quarter planning spending cuts due to heightened concerns over brand safety.
Kantar's survey revealed a dire perspective on brand safety at X, with only 4% of advertisers feeling their ads are secure from extremist content, compared to 39% on Google.
Elon Musk's controversial stance on free speech has created friction with advertisers, leading him to dismiss their concerns, even equating their withdrawal of support as 'blackmail'.
The advertising environment at X has eroded, reflecting the growing discontent among marketers who fear their brands might be linked with risky content.
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