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EMARKETER

X’s ad revenues remain uncertain after Yaccarino exit

Article by Marisa Jones  |  Jul 21, 2025
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X’s ad revenues remain uncertain after Yaccarino exit
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Digital Advertising
Mobile Social Media
Digital Ad Spending
United States

The news: Forecasters are mixed on the future of Elon Musk-owned platform X after CEO Linda Yaccarino, whose experience as an advertising executive at NBCUniversal helped X reclaim some ad revenues, stepped down earlier this month.

  • WARC estimated in June that X’s 2025 ad revenues will decrease 5% to reach $522.5 million and drop again in 2026.
  • MediaRadar shares a similar outlook, estimating that X’s US ad revenues decreased 19% YoY during the first half of 2025—a trend the firm expects to continue.

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