Advertisers Return to X Despite Concerns

Despite a significant decline in ad spending, major advertisers like Comcast, IBM, and Disney are cautiously returning to X (formerly Twitter), following reduced spending due to concerns over antisemitic content. This trend is influenced by Elon Musk's support for Donald Trump, with some marketers hoping to gain political leverage as Musk is set to hold an influential role in Trump's administration. Meanwhile, user dissatisfaction is rising due to controversial changes in X's Terms of Service, which now allow the platform to use content for AI training, and legal disputes are becoming more challenging to pursue. Amidst this, alternative platforms like Bluesky are experiencing user growth as individuals seek different spaces for social media engagement. The Financial Times reports that despite Musk's controversial comments and actions, some brands view advertising on X as aligning with prospective government communication channels, while others remain wary of potential risks.