According to Guideline, which collects ad spend data from major media agencies, advertising dollars on X are up 62% during the first half of 2025 compared to the same time last year. Indeed, December 2024 marked the first month of growth on X since Musk acquired the platform in 2022.
In June, the Wall Street Journal reported that X had mounted a pressure campaign against advertisers to either spend on the platform or face legal challenges.
“To a degree, Yaccarino accomplished what she was hired to do,” said Enberg. “But the reasons for X’s ad recovery are complicated, and Yaccarino was unable to restore the platform’s reputation among advertisers.”
Estimates from eMarketer forecast X’s U.S. ad revenue will increase 17.5% this year—faster than Pinterest, YouTube, and LinkedIn.
