It has been over a year since Apple halted its advertising on X due to concerns regarding brand safety. However, there are indications that Apple might resume its advertising efforts on X soon.
This information comes from a report by the Wall Street Journal, which details Amazon’s renewed investment in X and Apple’s considerations about reversing its advertising pause.
People familiar with the situation have noted that Amazon is increasing its ad spending on Elon Musk’s X, marking a significant change after it retracted much of its advertising over a year ago due to widespread concerns about hate speech on the platform. […]
Following its decision to withdraw all ad spends from X in late 2023, Apple has recently been in discussions about potentially testing advertisements on the platform, according to an insider.
Is what’s good for one also good for the other?
Moreover, reports suggest that companies that have recently resumed advertising on X are doing so at spending levels significantly lower than prior to Elon Musk’s takeover and the rebranding.
Before stopping its advertising on X, Tim Cook addressed CBS’s John Dickerson directly regarding the company’s perspective on the platform:
“It’s something that we ask ourselves. Generally, my view is Twitter’s an important property,” Cook explained during that interview. “I appreciate that it serves as a platform for discourse and functions as a town square. However, there are aspects of it that concern me.”
Recently, Cook has spent considerable time in Washington, celebrating President Trump’s upcoming second term, and has also met with Elon Musk, which may have led to discussions regarding Apple’s advertising hiatus on X.
What are your thoughts? Has the environment changed to the point where Apple no longer needs to be concerned about advertising alongside content that may not align with its values? Should brand safety be overlooked if advertising on X yields substantial returns? We welcome your opinions in the comments.
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