Sports discussions see growth on Threads: The shift indicates that the platform could be closer to outpacing X than initially thought.

Meta, TikTok, and X in hot legal water: The platforms are facing suits in the US and EU that could have implications for how advertisers invest.

Regulators may hit X with a $1 billion fine, escalating a standoff that could provoke Trump and push Musk to yank the platform from Europe.

xAI’s takeover of X gives it AI training data, compute power, and a ready-made audience—offering a path to revive X’s ad business and investor confidence.

X poised for ad sales growth for the first time under Musk: While we forecast sales being up 17.5% this year, the platform still has a long way to go.

When Southwest Airlines announced they were charging for bags, Amtrak posted on X, “Guess we’re the only ones doing free baggage now.” The post, followed by more info on Amtrak’s baggage policy, is an example of what Amtrak senior manager of social media Nicolle Lopez calls its infotainment strategy, designed to educate and entertain at the same time.

X is still a destination for news: Our Industry KPI data shows engagement varying dramatically throughout the year

The model, based on X’s Community Notes, may reduce bias but could leave misinformation unchecked when users can't agree on polarizing content.

Threads tests feature allowing users to select interests: The move could help the platform address its retention problem and draw creators.

Senators urge DOJ probe into X’s advertising efforts: The group of five Democratic senators allege that Elon Musk leverages his political power to bully advertisers into returning.

This week, new advertisers enter the podcast space, consumers discourage brand desperation, and brands take notes from Netflix.

Top-line time spent with media will grow very little in the US going forward, making it essential to identify which formats and platforms are winning the newly zero-sum competition for consumer attention.

X adds automated, AI-generated ad creation: The move is another attempt for X to win back brands the platform lost.

The solution will let the network capitalize on the quickly expanding creator economy

Latin America’s digital revolution is marching full steam ahead, with consumers spending more than a third of their day online. As social commerce and retail media propel the region’s digital economy to new heights, the runway for growth remains long.​

It plans to unify its models under one offering, with GPT-5 integrating multiple AI capabilities. The move will simplify access but reduce user control.

X plans first marketing campaign under Musk, but ad revenues will still drop: While brands like Apple are resuming advertising, but it has more to do with politics than ROAS.

Why Amazon is returning to X: Elon Musk’s growing political importance is attracting spenders back to the platform.

Its Safety Advisory Council warns that shifting to community notes exposes users to misinformation. Transparency and AI-driven oversight could help rebuild trust.

With new feed-customization and business tools, it’s primed for deeper user engagement. But as ads roll out, brand safety worries could stall advertiser interest.