Kantar's research indicates a 26% decline in marketers' ad spend on X for 2025, marking the largest withdrawal from a major global advertising platform recorded to date.
The report highlights a significant decrease in marketers' trust, with only 12% trusting X as an advertising platform, down from 22% in 2022.
Gonca Bubani noted that the rapid decline in trust suggests a reversal is unlikely, as X's unpredictable nature challenges advertisers' brand safety.
Only 4% of advertisers believe that advertising on X guarantees brand safety, substantially lower than competitors, with Google achieving a 39% trust rating.
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