On November 25, Beijing time, internal documents from social media


The documents come from X's sales team and are designed to track the impact of all ad outages this month, covering companies that have already paused ads and others who may be at risk of having their ads paused. The document also laid out the expected loss of advertising revenue that X employees were worried about, that is, how much advertising revenue the company might lose by the end of the year if advertisers did not come back.

Documents show that X's situation is more difficult than previously known.Advertisers concerned about Musk and the X platform go far beyond companies such as IBM, Apple and Disney, which paused their advertising campaigns on X last week. The filing lists more than 200 advertising units at companies including Airbnb, Amazon, Coca-Cola and Microsoft, many of which have or are considering suspending advertising on X.


Musk appears to have made anti-Semitic remarks

X responded in a statement on Friday, saying $11 million of the company's advertising revenue was at risk. Figures will fluctuate as some advertisers return to the platform and others increase spending. The company said the numbers seen by foreign media were either out of date or were just an internal calculation to assess overall risk.

The ad suspension incident happened in the fourth quarter. Traditionally, the last three months of the year are peak ad sales season for X, as brands run promotions for holiday events like Black Friday and Cyber ​​Monday. In the last three months of 2021, the last time X reported fourth-quarter earnings before Musk took over, the company achieved $1.57 billion in revenue, nearly 90% of which came from advertising.

Since Musk bought X (then called Twitter) for $44 billion last year, some brands have been reluctant to advertise on X, fearing that Musk's behavior and content moderation decisions will lead to an increase in inflammatory and hateful content. U.S. ad revenue on X has dropped nearly 60% this year, prompting the company to try to re-attract advertisers, an effort its CEO Linda Yaccarino is overseeing.X also ran an advertising campaign during the holidays to try to make up for the revenue shortfall.

However, the above-mentioned documents show that X’s plan to attract advertisers fell through. More than 100 brands were shown to have "completely paused" their advertising, while dozens of others were listed as "at risk." Many companies have paused advertising on or after November 15th.At that time, Musk posted on X that a Jewish conspiracy theory supporting minority immigrants to replace white people was "the truth."

Organizations that have suspended advertising on X include political campaigns, fast food chains and tech giants, documents show. For example, Airbnb suspended more than $1 million in advertising, and Uber cut more than $800,000 worth of advertising and halted advertising campaigns in the U.S. and international markets. Other big brands including fast food chain Jackin' the Box, Coca-Cola and Netflix have also paused some advertising campaigns. X estimates that Netflix’s paused advertising is worth nearly $3 million.

Several Microsoft subsidiaries have also halted advertising operations, which the filing shows could result in a revenue loss of more than $4 million for X in the fourth quarter.Amazon's books and music unit, a Google subsidiary, also stopped advertising on X. Google and other brands that have paused advertising have continued to publish content on X without paying to ensure it reaches a wide audience.

As of press time, Google and Microsoft had declined to comment. Amazon has not yet commented.