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 Moe Chughtai, Global Head of Advanced TV at MiQ, a global programmatic media partner for marketers and agencies. Moe asks if any of his followers have noticed that X’s contextual ad-targeting is actually quite effective.
Recent data from Kantar’s global survey shows that 26% of marketers plan to reduce their spending on X (formerly Twitter) in 2025—the largest pullback from any major global ad platform. This is primarily due to concerns over brand safety and suitability.
However, if X improves its contextual advertising capabilities, as Moe suggests, and continues working toward enhancements like more video content and better brand suitability controls, it could be seen as a constructive shift for brands. With the 2024 election behind us by then, X might also become less polarizing (wishful thinking?), potentially attracting more ad dollars.
In response to Moe’s tweet, Myles Younger, Head of Innovation and Insights at U of Digital, replied: “As much as I loathe this platform: yes, their contextual engine is essentially the best I’ve ever experienced.” Validation!
Has anyone else noticed improvements in X’s ad-targeting? Check out Moe’s full tweet here and share your thoughts in the thread.
