The stark acceleration of this trend in the past 12 months means a turnaround currently seems unlikely. Marketers are brand custodians and need to trust the platforms they use. 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.
Only 4% of advertising firms believe the platform provides 'brand safety' compared to 39% for Google, the leading platform. Advertisers have been moving their marketing spend away from X for several years.
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