Alianiello, who works for well-known cannafan Musk, has publicly shared personal anecdotes about the plant’s role in friends and family members’ lives, establishing herself as an internal advocate at X.

“We are grateful that she is a pioneer pushing for progress in our industry and expanding what cannabis marketers can accomplish in terms of channel mix,” Millican told Adweek.

As for the X move spurring other media outlets and publishers to follow suit, that has yet to materialize. But recent developments in Washington, D.C.—which infused the Benzinga conference with an optimistic vibe—may mean more outlets will be available to cannabis marketers.

“I imagine that some prospective realization of banking reform and/or rescheduling would at the very least encourage other market leaders in media to revisit their ad policies as it relates to the status quo of category prohibition,” Spreckman said.