Amazon and X are mending fences.
According to The WSJ, the e-commerce and streaming giant will boost ad spending on X, reversing cuts made over a year ago when content moderation and brand safety concerns prompted a pause.
Amazon CEO Andy Jassy helped steer the reconciliation, say sources. Apple, another company who historically held a quiet but substantial presence on X, may soon follow Amazon’s lead in restoring spend, per WSJ.
The moves signals a broader return of blue-chip advertisers to X, and is a potential turning point for the platform’s ad business.
Why This Matters:
We told you so—X is gearing up for a big year. Advertiser interest has been steadily increasing over the past six months, gaining even more momentum after the election. Beyond Elon Musk’s growing political influence, X has been making meaningful investments to enhance its advertising capabilities.
According to a December Reddit thread, DSPs like StackAdapt and Basis are now buying X inventory programmatically through its partnership with PubMatic, with more platforms expected to follow.
The company also made waves at CES, engaging directly with advertisers and appointing former Verizon executive John Nitti as Global Head of Ad Innovation to drive advancements in data, adtech, and programmatic. Additionally, X is ramping up its video efforts—CTV included—and expanding commerce opportunities through a partnership with Visa.
After years of product stagnation, X is evolving.
Experts React:
Our Take:
From an advertising and adtech perspective, X is in a strong position. But let’s be clear—having an ally in the White House, along with direct ties to the administration, is a major draw for advertisers. Many brands, especially those impacted by years of regulatory pressure on “Big Tech,” see an opportunity to align with a platform that’s now in a more favorable political position. That dynamic will undoubtedly influence ad spending, as well.
I mean, regardless of your political preferences, it makes sense. It’s easier to spend on X than it is to settle with the Trump administration after the fact.
