"X's ads boss said that nearly all of the platform's top 100 advertisers were "back" without a breakout of who those advertisers were, no context around what "back" meant and no disclosure of how much money they were actually spending. I asked. There were no numbers forthcoming. Skepticism was warranted. On its own, the comments were thin. But in the churn of hot takes and screenshots, the remark quickly became shorthand for something much bigger - the idea that X's advertising business was effectively healed."
"The original piece cited Sensor Tower data showing that while more than six in 10 of the biggest advertisers on X in 2022 are still spending on the platform, they are doing so at a fraction of their prior levels. Additional data only reinforces that. Digiday requested data from Ebiquity, which shared insights from clients, primarily of large multinational brand advertisers, that it provides digital governance and auditing services to."
"Clients work for over 75 of the top 100 global advertisers based on their advertising spend worldwide. Ad spend on X hasn't recovered from its 2023 spend level based on Ebiquity's data, staying roughly flat. The number of clients in Ebiquity's database spending on X has gone down year-on-year:"
X's ads leadership claimed nearly all top 100 advertisers were "back" but provided no breakdown, definition of "back", or spending figures. Sensor Tower data shows more than six in ten of the biggest 2022 advertisers still place ads on X, yet they largely spend at a fraction of prior levels. Ebiquity's client-audit data, representing many top global advertisers, indicates overall ad spend on X has not recovered to 2023 levels and remains roughly flat. The number of major-brand clients buying ads on X has declined year-on-year, so advertiser returns have not translated into restored revenue.
Read at Digiday
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