“This suggests that X might move to a long-tail advertiser strategy, ” said Meghan Fraze, chief product officer, of MediaRadar. “This would benefit new brands that are looking for ways to connect with audiences without the intense competition. As X evolves, it could be forging an ad model that’s less dependent on the usual suspects.”
A spokesperson from IBM told ADWEEK its approach to X has not changed. Comcast, Disney, and Lionsgate did not respond to media requests. Warner Bros. Discovery did not respond with an official comment before publishing.