Ax loses Paris Hilton’s 11:11 media partnership in latest brand pull-out


Following an exodus of advertisers from Getting out of partnership. The campaign was a high-profile win for

Hilton also contributed a bright pink custom icon for X’s premium subscribers.

Terms of the deal were confidential but it included a revenue-sharing component – ​​though not on a premium upgrade to gain access to the new icons, we understand.

CNN first reported on the failure of the deal, citing concerns about anti-Semitism and pro-Nazi content on the site in 11:11 Media’s decision.

“11:11 Media made the decision to immediately remove the campaign from the platform,” 11:11 Media president and chief operating officer Bruce Gersh told the outlet.

Hilton’s media company is the latest in a long line of brands to pause or end their spending on X as a result of brand safety concerns, joining other big names like Apple, Disney, Comcast, IBM, Warner Bros., Paramount, Lionsgate . And others. Brands are concerned that their reputations could be damaged if their ads appear alongside hate speech and anti-Semitic content. Despite assurances from X CEO Linda Yaccarino that X had brand safety controls in place, a report by Media Matters revealed how X was running ads next to hateful content. However, After this he immediately filed a defamation case.

But even X’s brand could have bypassed security protections.

Given these concerns, as well as Musk’s own support of anti-Semitic conspiracy theories on the platform, many advertisers are reconsidering their X spending, which could potentially have a significant impact on X revenue. Prior to this advertiser decision, the X advertising business was on track for a 54.4% year-over-year decline in worldwide ad spend from 2022 to 2023. Musk also publicly stated that X’s US advertising revenue had declined by 60%. Pressure from the Anti-Defamation League, which accused the owner of anti-Semitism. (Musk also threatened to sue the ADL in retaliation.)

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