Since Elon Musk's takeover of X in 2022, the platform has been working to attract new advertisers, with recent reports indicating that some major brands are making a cautious return. However, an analysis by Business Insider reveals that despite the increase in advertisers, X's advertising revenue is not recovering as expected. Data from Sensor Tower and MediaRadar shows that many of the current advertisers were not spending on the platform last year, yet overall ad spending remains lower than previous years, indicating a complex advertising environment post-takeover.
Despite attracting a new pool of advertisers, X is struggling to recover the ad revenue it lost after Musk's takeover, indicating a nuanced advertising landscape.
Based on Sensor Tower's analysis, a significant portion of the current top advertisers on X were not active on the platform a year prior, highlighting a shift.
MediaRadar's findings suggest that X has more advertisers but is experiencing a decrease in overall ad spending, complicating the narrative of an ad revenue rebound.
While brands like Apple are returning to X, third-party data reveals that the overall spending has declined compared to previous years, indicating challenges ahead.
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