\n<\/p>\n
Following the advertiser exodus from X<\/a>, formerly Twitter, over concerns about antisemitic content on the site, X has lost another high-profile brand campaign, as Paris Hilton\u2019s 11:11 Media is also pulling out of its partnership with the platform. The campaign had been a high-profile win for X, as it would have seen Hilton promoting key X features like live video, live e-commerce, X Spaces (live audio), and more over a two-year period.<\/p>\n Hilton had even contributed a sparkly pink custom icon<\/a>\u00a0for X\u2019s Premium subscribers.<\/p>\n Deal terms were confidential but included a revenue-sharing component \u2014 though not on Premium upgrades to gain access to the new icon, we understand.<\/p>\n CNN<\/a> was the first to report on the deal\u2019s implosion, citing concerns about antisemitism and pro-Nazi content on the site as factors in 11:11 Media\u2019s decision.<\/p>\n \u201c11:11 Media made the decision to immediately pull the campaign from the platform,\u201d Bruce Gersh, 11:11 Media\u2019s president and chief operating officer, told the outlet.<\/p>\n Hilton\u2019s media company is the latest in a long line of brands to have paused or stopped their spending on X as a result of brand safety concerns, joining other big names<\/a> like Apple, Disney, Comcast, IBM, Warner Bros., Paramount, Lionsgate, and others. Brands are concerned about the reputational damage that could occur if their ads appeared next to hate speech and antisemitic content. Despite X CEO Linda Yaccarino\u2019s assurances that X has brand safety controls in place, a report from Media Matters showed how X was running ads next to hateful content. X, however, claimed Media Matters manipulated its service, causing the ads to appear, rather than having found the ads in the wild. It then promptly sued for defamation<\/a>.<\/p>\n But even X\u2019s own complaint doesn\u2019t dispute that the ads were real and running next to hate speech, it just didn\u2019t like that Media Matters found a scenario where ads could skirt X\u2019s brand safety protections in such a way.<\/p>\n Given these concerns, as well as Musk\u2019s own endorsement of antisemitic conspiracy theories on the platform, many advertisers are reconsidering their X spend, potentially causing a significant impact on X revenues. Ahead of this advertiser pull-out, X ad\u2019s business was on track for a 54.4% year-over-year decline in worldwide ad spending,<\/a> from 2022 to 2023. Musk had also publicly stated X\u2019s U.S. ad revenues were down by 60%, following\u00a0pressure from the Anti-Defamation League, which accused the owner of antisemitism. (Musk, in turn, threatened to sue the ADL, as well<\/a>.)<\/p>\n<\/p><\/div>\n