Advertisers have ongoing frustrations with X beyond brand safety

Among some advertisers, there have been concerns that anti-misinformation efforts are “too liberal-leaning,” said Perloff, causing hesitation and uncertainty. However, brands often return to large platforms such as X, since there are few viable alternatives.

Ostwal adds that marketers tell her they’re still frustrated with X due to poor sales support and communication. Agencies have reported difficulties getting reliable responses from X’s sales representatives, especially after Musk’s takeover, she said.