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X kicks off global overhaul of ad platform

grok twitter By Beau Jackson

Rebuild follows a period of challenges between X and advertisers.

Linda Yaccarino steps down as CEO of X

linda yaccarino musk twitter x

Yaccarino wrote on X that she will ‘cheer’ on the company’s remaining team as they ‘continue to change the world.’

Meta’s anti-trust trial would be a ‘win-win all round if Instagram were split’

antitrust instagram meta twitter By Lucy Shelley

But breakup of the company could lead to higher prices for advertisers.

Elon Musk’s xAI acquires X for $33 billion

ai elon musk openai tesla twitter x xai By Joseph Arthur

The acquisition marks a further alignment of the two companies, holding a combined value of $113 billion.

Musk’s X battles India in court while advertisers continue to play hardball

elon free lawsuit media musk speech twitter By Campaign India Team

The social media platform challenged India’s content-blocking rules as advertisers still continue to adopt a wait-and-watch approach in the country and globally.

Is Elon Musk’s X winning back advertisers?

elon musk twitter x By Reem Makari

Social media platform X is reportedly in talks to raise money at its buying price valuation of $44 billion, despite user and advertiser losses since Elon Musk’s acquisition in 2022.

Musk's X sues Lego, Nestlé, Colgate, Shell over alleged ad boycott

ad boycott elon musk garm twitter wfa x By Nikita Mishra

X has broadened its legal battle with advertisers over an alleged ad boycott, adding new brands to a list that already includes the WFA, CVS Health, Mars, and Twitch among others.

X escalates fight against advertisers

adspend elon musk garm twitter wfa x By Nikita Mishra

Less than a week before President-elect Trump takes office, X doubles down on legal war against advertisers with plans to expand its antitrust lawsuit.

X global agency lead leaves after 11 months

elon musk pinterest twitter x By Beau Jackson

Christian Kimberley-Bowen is joining Pinterest.

Is Bluesky the new #MarketingTwitter? Marketers weigh in

bluesky twitter x By Campaign US Staff

X users are becoming ex-users and fleeing to the new social app founded by X’s co-founder.

X signs partnership with PubMatic to boost ad revenue

dsp elon musk pubmatic roblox twitter x By Reem Makari

By leveraging PubMatic’s expertise, X is seeking to access a broader pool of advertisers having struggled with retaining users and attracting advertisers since Musk’s acquisition.

X’s ad revenue continues to fall after Musk takeover: Warc

elon musk twitter warc x By Reem Makari

According to new research, the social media platform’s ad revenue is expected to continue to drop due to minimal content moderation.

GARM vs. X: It’s not just ethics, it’s economics

data privacy elon musk garm pubmatic twitter x By Johanna Bauman

Responsible media has been proven over again to make good business sense, argues Pubmatic CMO Johanna Bauman.

X transparency report reveals harmful content data

elon musk social media twitter x By Lucy Shelley

Elon Musk’s 'free speech' social platform discloses its content moderation practices.

Report: X brings on Targeted Victory for comms support

elon musk stagwell twitter x By Diana Bradley

X taps Republican consulting firm Targeted Victory, owned by Stagwell Group, to manage the fallout from its suspension in Brazil, according to Wired.

There is no single solution for brand safety, experts warn

brand safety elon musk garm social media twitter x By Michelle Castillo

In the wake of GARM’s shutdown, advertisers must work individually with platforms and make trade-offs on performance to achieve brand safety goals.

'We can’t see brands ever returning': Agency leaders on advertising with X

elon musk twitter x By Shauna Lewis

Brands including Disney, Apple and Comcast left the platform in November 2023.

One year of Threads: Where does X's challenger stand among rivals?

elon musk facebook instagram mark zuckerberg meta social media threads twitter x By Matthew Keegan

Campaign explores how Threads has fared since its record-breaking launch including advantages for users so far and current setbacks for advertisers.

GARM vs X: A case of good cause, bad execution

brand safety darren woolley elon musk garm twitter wfa x By Darren Woolley

"Advertisers have a responsibility to act in the best interests of their shareholders and customers, but that does not give them the right to flout anti-cartel laws," argues Darren Woolley, highlighting the complexities of brand safety in the wake of GARM's dissolution.

WFA dissolves brand safety coalition GARM following X lawsuit

elon musk garm twitter wfa x By Chris Powell

The abrupt announcement comes just days after the organisation and several advertisers, including Unilever and Mars, were accused by X of illegally withholding spending from the social media platform.

Musk’s X sues advertisers over alleged ‘illegal boycott’

elon musk twitter wfa x By Nikita Mishra

“We tried peace for two years, now it is war,” Musk posted on X about the lawsuit following a significant dip in adspend on the platform since 2023.

X appoints Nick Pickles to lead global communications

elon musk linda yaccarino twitter x By Diana Bradley

The social media platform is expanding Pickles’ role as global head of government affairs to include comms.

X officially allows ‘consensually produced’ adult content

twitter x By Jessica Heygate

Social media platform introduces new policy that formally permits posts containing nudity and pornography provided they are labeled.

Tech companies offer poor ad transparency, study finds

meta snapchat tiktok transparency twitter x By Brandon Doerrer

A new report from Mozilla and CheckFirst found that many tech companies, including most major social media platforms, offer disorganised ad data that researchers struggle to navigate.

X hires former Publicis exec as brand safety lead

brand safety social media twitter x By Staff Reporters

The company announced two senior hires in its safety team on the back of significant advertisers halting ad spending due to a lack of brand safety.

Here’s why agencies have no idea who X creators are

creator influencer twitter x By Brandon Doerrer

X’s recent creator push is causing a lot of confusion.

Twitter co-founder's Bluesky Social goes public: What are the benefits and risks for brands?

bluesky elon social media twitter x By Ewan Larkin

Intended to be a rival platform to X (formerly Twitter), the Jack Dorsey-funded app is now open to the public, but brands still seem to be taking a wait-and-see approach.

Snapchat+’s AI features see subscribers skyrocket but advertisers remain cautious

ai instagram snapchat twitter x By Jyoti Rambhai

With seven million paying users, are brands being too quick to ‘overlook Snapchat’s strengths’ when it comes to advertising?

2023: The year Twitter became X

elon musk twitter x By Brandon Doerrer

A chronicle of how Elon Musk changed the course of the social media platform and its relationship with advertisers.

X/Twitter one year on: Site traffic is up 22.3%

elon musk linda yaccarino twitter x By Lucy Shelley

X/Twitter is a sinking ship, with some putting a six-month countdown on Linda Yaccarino’s job. But what does controversy actually do for its popularity?

Media buyers: ‘Advertisers are not responsible for keeping X afloat — or shutting it down’

elon musk twitter x By Jessica Heygate

Politics aside, marketers and media buyers say X is a ‘nonessential’ platform for large and small companies whose main goals are to sell products, not take a stance.

No advertiser owes a media platform

elon musk twitter x By Steve Barrett

Elon Musk’s robust message to advertisers this week betrays a fundamental misunderstanding of the commercial media dynamic.

X-rated Musk burns bridges with concerned advertisers: ‘Go F yourself’

elon musk linda yaccarino twitter x By Daniel Farey-Jones

Ad chief Linda Yaccarino attempts to clean up after public tirade.

David Wilding joins EssenceMediacomX

essencemediacom strategy twitter x By Shauna Lewis

Wilding was previously senior director of planning at Twitter, which is now known as X.

Elon Musk announces 'thermonuclear' lawsuit as advertisers flee X

advertising elon musk twitter x By Staff Reporters

Musk threatens to sue media watchdog that said ads were being placed alongside antisemitic content.

IBM suspends advertising on X (Twitter) after ads appear next to Nazi posts

advertising elon musk twitter x By Staff Reporters

IBM has paused advertising on the social platform by Elon Musk after its ads, and those of several other major brands, appeared next to pro-Nazi content.

Is Musk's Grok AI paving the way for an ad-free X?

twitter x By Joseph Arthur

With all X Premium+ subscribers to soon have access to xAI’s large-language-model (LLM), Grok, has Elon Musk finally found a resource to drive more paid subscribers to the social media platform formerly known as Twitter?

One year on from Elon Musk's arrival: X is cheaper and 'better value' for brands

ad spend elon musk social media twitter x By Shauna Lewis

Advertisers demonstrated 'nervousness' around Musk's takeover and turned to rival platforms, but media buyers say some clients are willing to spend again with the company formerly known as Twitter.

Elon Musk's 'X' now running clickbait ads that can’t be reported or blocked

elon musk social media twitter x By Staff Reporters

As X struggles to attract advertisers, users have reported seeing a new ad format emerge that cannot be blocked or reported, doesn't disclose the ad itself, and doesn't identify who is behind it.

Twitter / X paywall? No one will pay for a town square without value

elon musk twitter x By Rachael Berkey

Amidst a flurry of changes, dropping ad revenues and now, possible subscription models, Clarity's Rachael Berkey gets real about why she won't be paying for 'Elon Musk’s shell of a global town square'.

Elon Musk may be toxic, but he might not be crazy

elon musk twitter x By Peter Epstein

After more than ten years of trying to be a successful ad-supported business, perhaps taking a different path is the right thing to do.

X, formerly known as Twitter, resumes hiring for brand partnership roles

twitter x By Sabrina Sanchez

The roles will fill spots on the X Next and X Next Lab teams, which produce creative for advertisers.

Elon Musk reveals X users will no longer be able to block unwanted followers

elon musk social media twitter x By Staff Reporters

In the latest round of ongoing announcements, Musk says the block feature will be deleted and only made available for direct messages.

The honeymoon phase is over for Threads — here are the features that could bring brands back

meta threads twitter x By Brandon Doerrer

As user count has declined, so has brand interest.

Elon’s ‘X’ introduces new sensitivity controls in a bid to win back jilted advertisers

elon musk twitter x By Staff Reporters

The social media platform is doing everything it can to lure back flailing ad revenue, as Musk recently revealed a 50% drop in numbers following concerns from buyers regarding safety, content and much more.

AFP sues Musk’s 'X' over its refusal to pay for news content

elon musk twitter x By Matthew Keegan

In a move that could set off a domino effect for like agencies, the AFP said the aim of the case is to force X to hand over data that will allow them to estimate a fair level of compensation for news shared.

X, formerly Twitter, sues hate speech research group

twitter x By Jessica Heygate

Social media platform accuses The Center for Countering Digital Hate, which has published research on the spread of harmful content on the platform, of engaging in a “scare campaign” to drive away advertisers.

'Business as usual': Twitter’s UK sales chief writes letter to adland

twitter x By Ben Bold

Twitter will share finalised new logo and branding in due course.

Brands will benefit if X and Netflix turn their ad sales around

elon musk twitter x By Maisie McCabe

Elon Musk and the streaming giant underestimated the complexity of ad sales, but their platforms could yet be valuable options.

Advertisers interested in US super app — don’t expect it from X

twitter wechat x By Brandon Doerrer

X looks to beat rivals such as Meta, TikTok and Snap in bringing a super app to the U.S. for the first time, but digital advertising experts are skeptical it can overcome the hurdles ahead.

Twitter: Is Elon Musk the biggest obstacle for advertising on X?

advertising elon musk twitter By Matthew Keegan

SOUNDING BOARD: Rebrand or no rebrand, Campaign asks if the real reason advertisers have abandoned Twitter is a lack of confidence in Elon Musk?

How Threads can avoid unraveling

instagram meta threads twitter By Jessica Heygate

From maintaining momentum to navigating regulation and offering a brand safe environment, Meta has several hurdles to overcome to turn Threads into a sustainable revenue stream.

Twitter’s logo becomes an X-bird: do advertisers care?

rebranding exercises twitter x By Ben Bold

Does X mark the spot or is it another nail in the coffin for a soon-to-be ex-social media platform, and how will advertisers respond to Musk killing off the blue bird?

Twitter's blue bird will be replaced with an X in corporate rebranding

elon musk linda yaccarino rebrand twitter By Matthew Keegan

Elon Musk announces an interim "X" logo live since Sunday. It replaces the iconic blue bird symbol, while the site X.com now directs to Twitter.

Threads: A brand engagement powerhouse or a fad?

instagram meta social media threads twitter By Noel D'souza

Two weeks in, has the social media app by Meta lived up to brand engagement standards? or was it a one-time wonder? We asked experts to decode

How brands like Wendy’s, Maybelline and Duolingo are navigating Threads

duolingo instagram meta threads twitter By Brandon Doerrer

Daily active users on Meta’s new Twitter clone dropped by half last week, but brands are still eager to find success on the new platform.

Are blue ticks on social media losing clout in the face of paid verifications?

meta social media twitter By Noel D'souza

Industry honchos weigh in on the impact of paid verification models by Meta and Twitter.

Singapore introduces code to protect teens from harmful ads on social media

facebook instagram meta tiktok twitter By Shawn Lim

The IMDA wants to do more to protect young teens from harmful content and ads on social media.

Twitter influencer payouts start on the far right, neglecting brand concerns

creator influencer twitter By Brandon Doerrer

Some far-right influencers have claimed to receive five-figure earnings.

Twitter blocks links to Threads as traffic drops

instagram meta threads twitter By Staff Reporters

Twitter users have reportedly been unable to find links to Threads on the platform.

Meta to launch verified subscription offering for APAC users this week

meta snapchat tiktok twitter By Staff Reporters

Meta Verified is a subscription bundle on Instagram and Facebook that includes a verified badge.

Advertising execs: Threads’ built-in scale gives it a leg up on Twitter competitors

meta threads twitter By Campaign US

According to advertising executives, Threads has several advantages over other rival Twitter apps — most notably, being owned by Meta. But will it replace Twitter?

Unravelling Threads: What Meta's Twitter rival means for comms pros

elon musk mark zuckerberg meta threads twitter By Ruth Lee

Amid yet another tumultuous week at Twitter, Meta has dropped the biggest spanner-in-the-works yet for the bluebird: the announcement that Twitter-copycat, Threads has launched.

6 things for marketers to know about Meta’s ‘Twitter killer,’ Threads

instagram meta threads twitter By Brandon Doerrer

The Instagram-based app launches on Thursday.

Twitter faces backlash as Elon Musk issues limit on viewable posts

elon musk social media twitter By Staff Reporters

The social media company announced on Saturday that it will set temporary limits on posts, in a bid to address ongoing challenges with “data scraping and system manipulation.”

Media execs: Twitter needs brand safety, not new bells and whistles

elon musk linda yaccarino twitter By Brandon Doerrer

Video ads won’t be the “silver bullet” to Twitter’s problems.

Six things you should know to power your advertising strategy on Twitter

asia pacific creativity twitter video By Rishabh Sharma

As Twitter evolves as a company, the advertising business has been transforming with it — here’s how to make the most of your marketing strategy on the platform.

Twitter: A risky ad spend venture or resurging platform for growth?

elon musk groupm linda yaccarino sounding board twitter By Staff Reporters

SOUNDING BOARD: Can Linda Yaccarino's appointment as Twitter CEO turn the tide on the platform's ad spend debate? Group M, its biggest ad buyer, seems to think so. Campaign asks APAC industry experts to weigh in.

Media buyers skeptical Yaccarino can reverse Twitter’s ad sales plummet

twitter By Brandon Doerrer

The platform’s U.S. ad sales dropped 59% between early April and May from the previous year — right before Yaccarino’s first day as CEO.

How brands can tap into the power of video on Twitter

southeast asia twitter video By Trang Hoang

With Twitter users watching more and more videos — and Southeast Asian markets leading the way with some of the highest global consumption rates — we take a look at some of the ways that marketers can use video to their advantage on Twitter.

Former Twitter PR agency sues over unpaid bills: Reuters

lawsuit twitter By Ewan Larkin

Joele Frank is one of several parties that have taken legal action against Twitter since Elon Musk took over the social media platform last year.

Twitter has a place in presidential campaigns - just not launching them

twitter By Ewan Larkin

Florida Governor Ron DeSantis’ campaign kickoff on Twitter was a bust for several reasons. But the platform is useful to campaigns in other ways.

Instagram set to launch text-based app

instagram meta twitter By Staff Reporters

Industry observers are keen to see how this new offering by Instagram shapes the social media landscape.

What advertisers want from Linda Yaccarino

elon musk twitter By Jessica Heygate

As she prepares to take over as CEO of Twitter, Yaccarino’s ability to turn around the platform hinges on Elon Musk relinquishing control.

Twitter’s Linda Yaccarino appointment impresses ad industry though some raise doubts

twitter By Daniel Farey-Jones

Adland leaders view Elon Musk’s move as proof the platform wants to win brands back.

Can Linda Yaccarino solve Twitter's brand safety problem?

brand safety twitter By Ewan Larkin

The media veteran will need to satisfy concerns about content moderation to attract advertisers back to the platform, communications executives say.

NBCU’s Linda Yaccarino named CEO of Twitter

twitter By Jessica Heygate

Shortly after NBCU announced its long-time ad chief, expected to lead the broadcaster’s Upfront presentation on Monday, would leave, she was named CEO of Twitter.

Elon Musk has found a new CEO to run Twitter

elon musk twitter By Nikita Mishra

Without announcing a name, the billionaire tweeted, “She will be starting in ~6 weeks!” However, word on the street goes that NBCUniversal’s head of advertising, who appeared in a joint keynote conference with Musk last month, is in the running.

‘No longer reliable’: Twitter chaos means public safety messaging gets a rethink

twitter By Chris Daniels

Transportation and public-health agencies used to go to Twitter first during an emergency. Now it’s not so simple.

The rise and fall of the blue checkmark

facebook instagram meta twitter By Isabelle du Plessis

The recognition and respect that comes with good marketing or PR is earned.

Twitter Inc. is dead, it’s now X Corp

elon musk twitter wechat By Nikita Mishra

The latest move is seen as an accelerant for creating X— Elon Musk's vision of the 'everything app' and is consistent with the new owner's bid to let go of the old company and its brand value.

Advertising analysis shows Twitter is cashing in on anti-LGBTQ+ sentiment

elon musk twitter By Allyson Marrs

A new report from the Center for Countering Digital Hate shows an uptick in Twitter’s ad revenue is directly linked to user accounts spreading dangerous anti-LGBTQ+ rhetoric.

Twitter replies to press inquiries with poop emoji

communications pr twitter By Staff Reporters

What's the most fitting question to ask? May as well have fun with Twitter’s frustrating new auto response.

Twitter glitches due to 'extremely brittle' code, says Elon Musk

social media twitter By Brandon Doerrer

Users were unable to click on links in tweets to third-party websites.

Is Twitter's revised two-factor authentication policy a dealbreaker?

twitter By Ewan Larkin

CEO Elon Musk’s latest decision has set the social media platform ablaze again.

Twitter greenlights ads for cannabis, THC brands

twitter By Marc Iskowitz

The social network is permitting CBD and THC products to run ads under an updated policy, provided they meet certain requirements.

Twitter reassigns Singapore-based employees as remote workers

twitter By Shawn Lim

Yet Twitter remains a tenant at its Singapore office, landlord confirms to Campaign.

Why Elon Musk will fail without a PR team

elon musk twitter By Grig Richters

There’s no denying that Elon Musk is in a precarious position. Just days ago, Twitter users voted for him to step down as head of the social media site in a shock poll. What’s even more shocking is that Musk created the poll, which is definitely not something a PR expert would have advised.