The unexpected appearance of Google ads on the social media platform X, formerly known as Twitter, has raised eyebrows since its acquisition by Elon Musk nearly two years ago. Advertisers were left in confusion and surprise when they learned from Marketing Brew that their ads were being featured on X without their awareness. This occurrence stems from a partnership announced in the fall of the previous year between X and Google, wherein certain Google advertisements are placed on X’s main feed. This accidental advertising situation has shed light on the complexities and unintentional outcomes of digital ad placements in the evolving social media landscape.
Derek-Jon Flagge of Old World Pizza Truck was taken aback upon discovering their ads on X. Flagge emphasized that the company had not logged into the platform for years and had no intention of running ads there. Similarly, David Gitman, CEO of Monarch Air Group, expressed surprise at seeing their ads for Mercury Jets on X, noting that this was not their intention. Both businesses used Google ads but did not foresee their ads appearing on X. This unintentional advertising underscores the broader implications of automated ad tools and the importance of understanding where ads may appear.
Unintended Advertising on X
The role of Google’s ad tools is significant in this scenario, as these tools bid for and serve ads across various platforms based on specific advertiser criteria. Michael Aciman, a Google spokesperson, pointed out that advertisers must actively opt out if they wish to exclude certain publishers from their ad placements. This opt-out requirement, however, seems to be a source of unawareness among some advertisers, leading to unintended appearances of their ads on X. This highlights the need for advertisers to be more vigilant and proactive in managing their ad placements to avoid unwanted associations.
This inadvertent advertising phenomenon is more than just a technical glitch; it has broader implications for businesses concerned about their brand image and the contexts in which their ads appear. Flagge from Old World Pizza Truck explicitly conveyed an aversion to being associated with political or religious content. He also mentioned that X’s user demographic does not align with their customer base. Gitman from Monarch Air Group shared a similar viewpoint, highlighting that their business, which is unrelated to politics, finds X’s predominantly political discussions unsuitable for their advertising strategy. These perspectives underline the importance of advertisers choosing their platforms wisely to ensure their messaging reaches the right audience.
Declining Ad Spend and Brand Safety Concerns
The overarching trend highlighted by various industry observers is the reluctance of major advertisers to engage with X following Musk’s acquisition of the platform in October 2022. Concerns over brand safety have driven many brands to avoid the platform. This sentiment is supported by data showing that ad spend on X was down by 73% in June compared to October 2022 levels. Moreover, a vast majority of top-spending US advertisers in October 2022 were no longer advertising on X by June. This decline reflects a broader unease among advertisers about the potential risks of associating their brands with the platform under Musk’s leadership.
Challenges persist for advertisers on X, as evidenced by reports that ads were appearing alongside controversial content. An investigation by NBC News earlier in the summer revealed that ads were placed next to sensitive content, such as search results for the hashtag #whitepower. Musk’s comments have also added fuel to the fire. He announced potential legal action against entities participating in an advertising boycott, framing it as an issue of right-wing media demonetization. This response has only heightened concerns among advertisers about the unpredictable and potentially harmful contexts in which their ads might appear on X.
Advertiser Hesitancy and Political Affiliations
The hesitancy and apprehension of certain advertisers are further emphasized by specific statements from business owners. Flagge from Old World Pizza Truck expresses a deep aversion to being associated with political or religious content and labels Musk’s views as extremist. He further notes that X’s user demographic does not align with their customer base. Similarly, Gitman from Monarch Air Group shares the viewpoint that their business, which is not related to politics, finds X’s predominantly political discussions unsuitable for their advertising strategy. This hesitancy reflects a broader trend of advertisers being wary of platforms with contentious or polarizing reputations.
Moreover, the placement and appearance of these ads on X are noteworthy. Both advertisements for Old World Pizza Truck and Mercury Jets did not seem to stem from active profiles. Despite having an account on X, Old World Pizza Truck hadn’t posted in over a decade and was unverified. An email query to X’s press department received a peculiar response, “Busy now, please check back later.” This lack of clear communication and support has only added to the frustration and confusion experienced by advertisers who find their ads appearing on X without their explicit intent or approval.
Industry Insights and Broader Implications
The unexpected presence of Google ads on the social media platform X, previously known as Twitter, has caused confusion since Elon Musk took over nearly two years ago. Advertisers were shocked to learn from Marketing Brew that their ads were appearing on X without their knowledge. This situation originates from an alliance announced last fall between X and Google, in which certain Google ads are displayed on X’s main feed. This unintentional ad placement highlights the complexities of digital advertising in the evolving social media world.
Derek-Jon Flagge of Old World Pizza Truck was astonished to find their ads on X, especially since the company hadn’t logged into the platform for years and had no plans to advertise there. Similarly, David Gitman, CEO of Monarch Air Group, was surprised to see their Mercury Jets ads on X, noting that it was unintentional. Both businesses utilized Google ads but didn’t anticipate their placement on X. This unplanned advertising situation underscores the broader consequences of automated ad tools and stresses the need to understand where ads could potentially appear.
