Kantar's survey revealed that about 25% of advertisers plan to reduce spending on X next year, marking the largest pullback from a major ad platform.
Many big companies, including Apple and Coca-Cola, have removed ads from X, particularly after Musk's endorsement of an antisemitic post last year.
Tim Cox, campaign communications director for Jerrad Christian, highlighted that X's brand safety tools failed, stating, 'Clearly, this brand safety tool is not working.'
Marketer trust in advertising on X has plummeted since Musk's acquisition, with only 4% believing the platform provides adequate brand safety.
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