Forrester's blog post, "X-tortion: How Advertisers Are Losing Control Of Media Choice," outlines steps for advertisers navigating the pressures inflicted by X's current ownership under Elon Musk. Analysts Jay Pattisall and Kelsey Chickering recommend leveraging non-binding commitments, exploring media solutions for upfront deals, and imposing performance thresholds on X. The article stresses the importance of these strategies as X's CEO Linda Yaccarino's actions have raised concerns of 'extortion' in advertising commitments, highlighting a need for clarity and business-friendly strategies to mitigate risks in the advertising landscape.
Reports of X CEO Linda Yaccarino tying appeals for increased advertising commitments to X lawsuits and Congressional oversight reads as extortion and has significantly unsettled advertisers.
My understanding is that many advertisers and agencies have been quietly working in this direction, so anything that we're recommending is not to contradict that, but rather to support that.
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