Marketer Confidence in X Declining, Survey Report Finds

Marketer confidence in X has declined significantly in the past year, according to a report by a leading market researcher, driven in part by what are described as safety concerns. On Thursday, market researcher Kantar said that an increasing number of brands are planning to cut advertising on X next year.  According to their survey, a net 26 percent of marketers it spoke to planned to cut X ad spend in 2025, and only 4 percent considered X ads brand-safe, calling it “the biggest recorded pullback from any major global ad platform.” It added that this was driven by “brand safety concerns and poor perceptions around innovation and trust.”...