“X’s owner now has the ear of the president-elect, a man who has a long history of helping his friends, and punishing his enemies,” said Max Willens, senior analyst, at Emarketer. “Sending at least a trickle of ad spending toward X may be seen as good for business, albeit in an indirect way.”

X has always struggled to show how its ad formats drive performance, meaning that marketers haven’t poured as much budget there as to Meta or Google. But X has said that it’s improving its ad products which could encourage more buyers to spend.