Inside X’s latest, desperate attempt to beguile advertisers

If X has its way, 2024 will be the year it hits the long, twisted trail back to advertiser land.

Sure, marketers have heard this song before, especially since the social network fell into the eccentric billionaire Elon Musk’s lap about 18 months ago. And yes, the chances of advertisers changing their minds over advertising there are slim to none.

But, with a slew of new moves like hiring sprees, schmoozing with creators and media personalities, dangling payment talks, tossing in some fresh features, and beefing up its ad safety, maybe — just maybe — X’s ad sales execs will manage to raise an eyebrow or two.

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