Future of Marketing Briefing: X claims an ad comeback, reality proves out a different thesis

A claim from X has has taken on a life of its own after I featured it in a story I wrote earlier this month.

X’s ads boss said that nearly all of the platform’s top 100 advertisers were “back” without a breakout of who those advertisers were, no context around what “back” meant and no disclosure of how much money they were actually spending. I asked. There were no numbers forthcoming.

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