Brands are taking a “wait and see” approach to advertising on the social media platform X, formerly known as Twitter, until they can understand where the owner Elon Musk is taking the company
Caption: Elon Musk’s rebranding of Twitter to X surprised advertisers Photo: Emin Sansar/Anadolu AgencyBrands are taking a “wait and see” approach to advertising on the social media platform
The firm has endured months of chaos since Mr Musk’s takeover in October, including thousands of lay-offs, criticism over lax moderation, and an exodus of advertisers who did not want their ads appearing next to inappropriate content.world’s largest ad group“Clients cannot understand where the platform is heading and what its character will be in the future,” he said after WPP published its first-half results.
The WPP warning followed that of its rival Interpublic in lowering its growth forecast for this year, to 1.5-3 per cent from 3-5 per cent.
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