Advertisers’ X Exit Has Been a Trickle Rather Than an Exodus

Like other ad boycotts, advertisers continue to spend on X

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Advertisers’ fresh attention on X, formerly Twitter, following another tumultuous few days, obscures the reality that the alleged advertiser exodus—when Elon Musk assumed control of X in late October 2022—never fully represented all brands.

Like other platform boycotts, there’s a gap between what brands say and the channels they choose to run ads on.

Market intelligence firm Sensor Tower analyzed how many of X’s top 100 advertisers, as of October 2022, have stuck around in the ensuing months of Musk’s ownership.



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