Inside X’s latest efforts to make advertisers believe it’s a platform that’s safe for brands

X, formerly Twitter, is once again telling advertisers it’s serious about brand safety. 

Cue the eye rolls and déjà vu from marketers who’ve been on this merry-go-round since Elon Musk’s reign began in 2022. They’ve weathered broken promises and watched a parade of safety heads come and go. It’s no wonder they’re skeptical about considering this platform a safe haven for their ads.

But maybe — just maybe — there’s a glimmer of hope on the horizon. It appears X is making some genuine strides in the realm of brand safety. Could this be the turning point everyone’s been waiting for? Only time will tell.

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