Twitter

Major global social media advertising platform, now operating as X, competing with Meta, Google, and TikTok for digital ad spend

Twitter, founded in 2006 and headquartered in San Francisco, California, was one of the world's most influential social media platforms, enabling real-time public discourse through short-form posts. The platform grew to hundreds of millions of active users globally, making it a critical channel for news, entertainment, politics, and brand communication. In October 2022, Elon Musk acquired Twitter for approximately $44 billion and subsequently rebranded it as 'X' in July 2023, with ambitions to transform it into an 'everything app' encompassing social media, payments, and more. In the AdTech ecosystem, Twitter historically offered a robust suite of advertising products including Promoted Tweets, Promoted Accounts, Promoted Trends, and sophisticated audience targeting capabilities. Advertisers could leverage Twitter's unique interest-based and keyword targeting to reach highly engaged, real-time audiences. The platform's advertising revenue model was central to its business, generating billions in annual ad revenue before the ownership transition. Under the X rebrand, the platform continues to operate as a major digital advertising destination, though it has faced significant advertiser exodus following the 2022 acquisition due to concerns over content moderation and brand safety. X Corp has been working to rebuild advertiser confidence while introducing new revenue streams such as X Premium subscriptions and creator monetization tools, repositioning itself as a broader digital ecosystem beyond traditional social advertising.