Elon Musk and CEO Linda Yaccarino are being lauded as major brands like IBM and Disney return to advertising on X after a nearly year-long hiatus. This follows reports of a significant drop in ad revenue attributed to concerns about brand safety under Musk's leadership.

Musk has predicted a comeback for X’s business after fervently backing Trump’s campaign through the platform and in more than $100 million in political donations. “Some of the boycott is starting to lift,” he told podcaster Joe Rogan ahead of the US elections, adding that “if Trump wins we’ll see... most of the boycott lift.”