Welcome to our Tweet of the Week, where we spotlight insightful, thought-provoking, maybe even weird tweets from the world of adtech. Every Friday, we’ll bring you one tweet that captures important trends, shares valuable data, or offers unique perspectives on the market.
This week’s featured tweet comes from Zach Edwards, Senior Threat Analyst at Silent Push, who raises concerns about X’s upcoming changes to its blocking feature. According to Edwards, with X removing the ability for users to fully block posts, advertisers will see an uptick in impressions from users who previously blocked their ads.
As a result, Edwards also says brands may end up paying for impressions from users who actively avoided their ads—a move that’s “terrible for brands.” As X shifts blocking to only stop direct engagement, advertisers face the risk of spending money on low-quality impressions.
X, of course, is grappling with an advertiser (and revenue) exodus due to brand safety concerns. Despite X’s assurances of improved safety, advertiser trust remains low. Edwards’ post highlights another potential issue for advertisers to consider.
Check out his full tweet here, and be sure to share your spicy takes in the thread.
