Elon Musk has utilized legal pressure to bolster advertising revenues on X, formerly Twitter. Reports indicate that companies like Verizon resumed advertising after receiving threats of lawsuits related to alleged boycotts. Notably, Verizon pledged a minimum of $10 million in ad spending for this year following threats, although that amount is significantly lower than previous spending levels. Additional companies, including fashion brand Ralph Lauren, have also resumed advertising on the platform. The strategy has led to at least six companies renegotiating ad deals with X amid claims of enhanced brand safety and new ad formats.
Elon Musk's strategy of suing or threatening to sue companies that don't buy advertising on X has reportedly paid off in at least a few cases.
All told, at least six companies that had either received lawsuit threats or were motivated in part by pressure tactics have struck ad deals with X.
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