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X removes Grok undressing feature following backlash
grok x By Maisie McCabe

X says it has a zero-tolerance approach to child sexual exploitation and non-consensual nudity.

Linda Yaccarino steps down as CEO of X
linda yaccarino musk x

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

X retires ‘unnecessary’ ads hashtag to help eradicate spam
ad ai grok hashtag x By Beau Jackson

Ads on X will be processed by AI.

'Media isn’t a commodity. Treating it like one is a massive mistake': Ebiquity CEO
ebiquity media meta ruben schreurs x By Rahat Kapur

Ruben Schreurs tells Campaign why litigation, platform volatility, and outdated media models are distorting decision-making—and why advertisers need to focus less on adjacency panic, and more on strategic clarity.

ROI index charts rise of Moloco and Reddit alongside big tech
moloco reddit roi singular singular roi index x By Staff Reporters

Whilst smaller ad networks reshape the mobile ad landscape with high returns, X’s reliance on gambling and adult content points to a more polarising path forward.

Elon Musk’s xAI acquires X for $33 billion
ai elon musk openai tesla x xai By Joseph Arthur

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

‘Nice little advertising business you got there. Be a shame if something happened to it’
advertising elon musk ipg omnicom wall street journal x By Chris Powell

Media reports indicate that Interpublic Group is being pressured to spend more with X, or its Omnicom deal could face resistance from owner and Donald Trump ally Elon Musk.

Is Elon Musk’s X winning back advertisers?
elon musk 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.

X partners with Magnite to boost programmatic ad sales
ad tech adtech partners google magnite pubmatic x By Reem Makari

Magnite joins Google and PubMatic as official third-party sellers of X’s ad inventory which can help fill unsold inventory and attract more advertisers.

Meta, Musk and the imminent death of brand safety
brand safety brand suitability meta open internet x By Fiona Salmon

With the brand safety era on its last legs, publishers and advertisers should focus more on brand suitability says Fiona Salmon of Mantis

Musk's X sues Lego, Nestlé, Colgate, Shell over alleged ad boycott
ad boycott elon musk garm 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.

The great corporate pretence is finally over
2024 us election amazon donald trump elon musk jeff bezos mark zuckerberg meta tech giants x By Rahat Kapur

From Meta's masculinity pivot to the mass corporate retreat from DEI, flexibility, and parity commitments, 2025 is exposing the friction between corporate values and valuations, revealing what happens when trust is deemed to have outlived its market worth.

X escalates fight against advertisers
adspend elon musk garm 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.

The advertising dilemma in a post-fact world
brand safety community notes content moderation fact checking mark zuckerberg meta x By Matthew Keegan

Are your ads funding lies? Social media's prioritisation of engagement over truth puts brands at risk. So, how can marketers protect brand reputation and reach real audiences in a world of rampant misinformation?

X global agency lead leaves after 11 months
elon musk pinterest x By Beau Jackson

Christian Kimberley-Bowen is joining Pinterest.

Is Bluesky the new #MarketingTwitter? Marketers weigh in
bluesky x By Campaign US Staff

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

Why Bluesky is emerging as X's most promising advertising alternative
elon musk instagram threads tiktok x By Rahat Kapur

With over one million new users since the US election and a growing professional base, Bluesky is emerging as a serious contender in the social media landscape. Here's what advertisers need to know.

PR makes the leap to Bluesky—but what’s the verdict so far?
bluesky elon musk x By Evie Barrett

As social media users appear to flee X in favour of the aptly named alternative—Bluesky—PRWeek UK asks comms pros how they’re finding the new platform in its early days of popularity.

X signs partnership with PubMatic to boost ad revenue
dsp elon musk pubmatic roblox 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 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.

Tech on Me: Political tension meets platform drama
baidu disney elon musk google meta x By Rahat Kapur

As big tech's entanglement with politics draws fresh scrutiny post-US election, Western platforms face a deepening trust crisis—from X's advertiser exodus to Meta's legal battles—while Asian tech firms vie to emerge as credible alternatives.

X to rival ChatGPT by testing a free version of its AI chatbot
ai chatgpt generative ai x By Reem Makari

Several app researchers and users report seeing the free version of X’s AI chatbot, Grok, being made available to people across certain regions.

X drops Unilever from advertising boycott lawsuit
unilever x By Reem Makari

New ad partnership leads to worries about powerful companies giving into Elon Musk’s ‘bullying’ tactics under pressure and potentially setting a troubling precedent.

X transparency report reveals harmful content data
elon musk x By Lucy Shelley

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

GARM vs. X: It’s not just ethics, it’s economics
data privacy elon musk garm pubmatic x By Johanna Bauman

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

Angela Zepeda to lead marketing at X
elon musk linda yaccarino marketing x By Bailey Calfee

The former Hyundai CMO and CCO fills a role left vacant since late 2022.

Report: X brings on Targeted Victory for comms support
elon musk stagwell 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.

X poised to suffer ‘biggest recorded pullback’ from advertisers ever
brand x By Joseph Arthur

With brand perception concerns pushing advertisers away from X, YouTube, Netflix and TikTok are among the ad platforms most preferred by consumers and marketers.

There is no single solution for brand safety, experts warn
brand safety elon musk garm 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 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 instagram mark zuckerberg meta threads 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.

Will X's GARM lawsuit stop organisations calling out bad practice online?
garm lawsuit x By Lucy Shelley

Campaign asks adland about the impact on brand safety of the closure of the Global Alliance for Responsible Media.

GARM vs X: A case of good cause, bad execution
brand safety darren woolley elon musk garm 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 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.

WPP now expects revenues to decline in 2024 after cutting forecast and 3,000 roles
apac china elon musk group m h1 earnings india mark read wpp x By Gideon Spanier

China's Q2 revenues declined by 24.2%, impacting overall Asia-Pacific performance.

Musk’s X sues advertisers over alleged ‘illegal boycott’
elon musk 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.

PR firm Multiply sues Elon Musk’s X for violating trademark rights
x By Jess Ruderman

The Virginia-based agency claims the platform’s X branding violates its trademarked “X Mark” filed in 2019 and has caused confusion among clients.

Cheil X's new visual identity dips into its Korean heritage
cheil x By Campaign India Team

The independent full-service agency, part of the Cheil SWA group, operates two established offices in Gurgaon and Mumbai.

X appoints Nick Pickles to lead global communications
elon musk linda yaccarino x By Diana Bradley

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

Elon Musk on artistic ads, 'foolish' posts and telling advertisers to go F themselves
cannes lions elon musk wpp x By Lucy Shelley

The chief technology officer at X told WPP's Mark Read advertisers were 'insisting on censorship' at the time that he unleashed an expletive-led response to them.

X officially allows ‘consensually produced’ adult content
x By Jessica Heygate

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

Engagement grew on X despite controversy, research finds
x By Evie Barrett

Peak engagement on X (formerly Twitter) increased last year, despite some brands choosing to limit their social strategies on the social media platform, according to new data.

Tech companies offer poor ad transparency, study finds
meta snapchat tiktok transparency 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 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 x By Brandon Doerrer

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

How X responded (again) after Meta’s worldwide outage
elon musk instagram mark zuckerberg meta x By Ewan Larkin

The platform formerly known as Twitter reacted playfully after a Meta outage downed major platforms Instagram and Facebook.

Meta enjoys record adspend while TikTok faces 39% engagement decline
adspend meta tiktok x By Joseph Arthur

Both Instagram and Facebook are generating more organic engagement for brands, while TikTok sees impressions decline and X’s ad prices drop.

Twitter co-founder's Bluesky Social goes public: What are the benefits and risks for brands?
bluesky elon 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 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 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 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 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 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 x By Daniel Farey-Jones

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

David Wilding joins EssenceMediacomX
essencemediacom strategy 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 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 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?
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 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 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 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 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
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 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 x By Brandon Doerrer

As user count has declined, so has brand interest.

Inside the risky, expensive and slow process of shepherding brands through change
pepsico rebranding x By Lisa Lacy

From CPG to tech companies, change is inevitable—but delicate.

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

Brands will benefit if X and Netflix turn their ad sales around
elon musk x By Maisie McCabe

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

'Business as usual': Twitter’s UK sales chief writes letter to adland
x By Ben Bold

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

Advertisers interested in US super app — don’t expect it from X
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’s logo becomes an X-bird: do advertisers care?
rebranding exercises 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?

Dentsu X navigates a turbulent year
agency performance agency report card apac Dentsu x By Staff Reporters

AGENCY REPORT CARD: See Dentsu X's overall grade and our detailed report breaking down its 2019 performance in terms of leadership, creativity, innovation, business growth, and people/diversity initiatives.

AirAsia X chooses Carat Korea as media partner

airasia carat korea media x By Benjamin Li

SEOUL - Malaysian long-haul budget airline AirAsia X has named Carat Korea as its media agency partner following a competitive pitch.