For the most part, it’s nearly impossible to find advertisers that are spending a substantial amount of their social budgets on X. But more niche industries, such as crypto, see X the same way traditional advertisers view Meta and Google – their audience is there, it delivers good results. It’s a no brainer.
Or at least should be. In this edition of our Confessions series, where we trade anonymity for candor, the chief strategy officer of a crypto firm talks through the frustrating issues they’ve had with X over the past eight months, which has ultimately meant the lion’s share of their social budget has nowhere to go.
This conversation has been edited and condensed for clarity.
Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.