Bold Call: As Musk’s political clout rises, Twitter’s brand exodus could become a X’s brand influx

What was once a brand exodus from Twitter could be turning into a brand influx to X.

Behind the scenes, some advertisers have been inching toward a return for months. According to four ad execs familiar with 2025 media plans, a quiet reconsideration has been underway with some of those advertisers weighing whether the platform’s baggage has eased — or its advantages have grown — enough to make a comeback worthwhile. 

“We’ve seen some clients return to advertising on X since November,” said one of those ad execs on condition of anonymity.

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