X (formerly Twitter)

Major global social media advertising platform with a unique real-time, public conversation context, competing with Meta, Google, and emerging platforms for digital ad spend

X, formerly known as Twitter, is one of the world's most prominent social media and public conversation platforms, enabling users to share short-form content, engage in real-time discourse, and follow breaking news and trending topics. Founded in 2006, the platform has grown into a global communications infrastructure used by hundreds of millions of people, including world leaders, journalists, celebrities, and everyday users. In 2022, Elon Musk acquired Twitter and subsequently rebranded it as X, repositioning it as an 'everything app' with ambitions beyond social media into payments, messaging, and creator monetization. In the AdTech ecosystem, X occupies a significant position as a self-serve and managed advertising platform offering a range of ad formats including Promoted Posts, Promoted Accounts, Promoted Trends, and video ads. Advertisers leverage X's unique real-time, intent-driven audience to reach users during culturally relevant moments, making it particularly valuable for brand awareness, product launches, and event-driven campaigns. The platform's targeting capabilities draw on user interests, keywords, follower lookalikes, and behavioral signals. X has undergone substantial transformation since the 2022 acquisition and rebrand, including workforce reductions, product pivots, and the introduction of subscription revenue through X Premium (formerly Twitter Blue). Despite advertiser pullback following the ownership transition, X continues to operate as an active advertising platform and is investing in new monetization tools, creator revenue sharing, and expanded ad formats to rebuild and diversify its revenue base.

• 2006Founded