Elon Musk aimed to persuade advertisers to return to X at the Cannes Lions festival, following controversy over his previous remarks on advertisers.
Advertisers have the right to choose content compatible with their brands on platforms like X, but Musk acknowledged his occasional missteps.
A study by Stagwell suggested that ads next to content on politics, inflation, and crime perform as well as those near business and entertainment news, softening brand safety concerns.