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Musk looks to bring advertisers back to X after ‘go f— yourself’ comment

Billionaire Elon Musk The company on Wednesday encouraged advertisers to return to X, formerly Twitter, after a wave of brands pulled out of the platform over concerns about content moderation and anti-Semitic posts.

Musk was speaking at France’s Cannes Lions International Festival of Creativity, an annual event that draws many top marketing executives from around the world, and was asked about his November comments. Advertisers leaving X You should “fuck off.”

He explained that his comments were not aimed at advertisers in general, but at those who use their advertising dollars to force Company X to censor content they don’t like.

“First of all, this wasn’t about advertisers as a whole. It was about free speech,” Musk said. “It’s important to have a global free speech platform where people with a wide range of views can express their views. In some cases, some advertisers advocated for censorship.”

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Billionaire Elon Musk said advertisers who have left X should consider returning to the platform. (Mark Piasecki/Getty Images/Getty Images)

“Of course, advertisers have the right to place their ads next to content they believe is appropriate for their brand, and that’s totally fine,” Musk added. “It’s not OK for them to insist that there can’t be content on their platform that they don’t agree with.”

Last fall, several brands stopped advertising on X over concerns that their ads would appear next to anti-Semitic or offensive content.

The controversy intensified when Musk appeared to agree with posts that promoted anti-Semitic conspiracy theories, after which he said he was not anti-Semitic and did not intend the posts to be perceived that way.

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Mask, X logo

X faced an exodus of advertisers in the second half of 2023. (Emin Sansar/Anadolu Agency via Getty Images/Getty Images)

Musk said that for advertisers who have left the platform or don’t advertise on X, the company’s new ad targeting features are “worth trying out.”

He explained that the company is working to improve its platform by using artificial intelligence (AI) to match X users with relevant ads, saying, “We’re focused on making sure ads are shown to people who are interested in them.”

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Elon Musk X

Musk’s X used AI to revolutionize ad targeting for advertisers. (Muhammad Selim Korkutata/Anadolu via Getty Images/Getty Images)

Musk also said that X is the best platform for advertisers to reach their target audience.

“Probably the biggest benefit of the X Platform is that if you want to reach senior decision makers, if you want to reach the most influential people in the world, the X Platform is by far the best place to do it,” he added.

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