Observed Signal · Jul 1, 2025 · Policy Update · Source: OnlineMarketing.de · Impact: 4/5 · Sentiment: Neutral
X to price ads by vertical size
X plans to tier advertising prices based on vertical screen coverage, charging more for ads that occupy a larger portion of the feed. Elon Musk tweeted that ads filling more than a quarter of the screen would cost more, aiming to reduce ad pollution and improve user experience by discouraging oversized placements. The changes are not yet officially implemented, and current pricing details are not disclosed. The move comes as X seeks to stabilize ad revenue while encouraging smaller, more efficient formats. Nikita Bier, formerly a Meta product manager, appears set to join X as Head of Product and help redefine the platform’s product strategy. Separately, X has signaled broader feed aesthetic changes, including a ban on hashtags in sponsored posts as part of a simplification effort.
Policy update by a major platform affecting ad pricing
Track X Signals & Market Shifts in Real-Time
Polaris7 autonomous intelligence agents track regulatory filings, primary sources, executive changes, and deal flow 24/7. Create your free Explorer workspace to monitor these entities.
Key Takeaways & Evidence Grounding
- Elon Musk announced X will tier ad prices by vertical size (tweet, June 27, 2025).
- Ads occupying more than 25% of the screen will be priced higher.
- Pricing changes are not officially implemented yet and current price lists are not disclosed.
- Hashtags in sponsored posts will be banned on X as part of aesthetic changes.
- Nikita Bier joined X as Head of Product, potentially leading the new pricing and product strategy.
Connected Companies & Entities
3 Entities mappedOntology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
X Simplifies Ad Creation with New Format Support
X has expanded aspect ratio support for image and video ads to let advertisers reuse creatives they built for other social platforms without reformatting. Advertisers can now upload existing assets to X Ads Manager via Media Studio or the Campaign Form. Newly supported aspect ratios announced include 4:5 (1440 × 1800) and 2:3 (1080 × 1620); X already accepted 1:1, 16:9, 9:16 and 1.91:1 formats. The feature is presented as a way to reduce creative production friction, speed testing, and improve brand consistency. The announcement comes after years of ad-revenue decline since Elon Musk’s acquisition (when the service was known as Twitter); ad sales improved under former CEO Linda Yaccarino but 2025 revenues remained below pre-acquisition levels. xAI — which acquired X last year — positioned the change as part of efforts to support advertisers on the platform.
X's Advertiser Base Resembles Pre‑Musk Era
Third‑party data from Sensor Tower indicates that many large advertisers that left X after Elon Musk’s takeover have returned in 2026, though spending patterns differ from the platform’s pre‑Musk era. The largest U.S. ad verticals on X so far in 2026 are media & entertainment (24%), shopping (13%), software (12%), financial services (11%) and gaming (8%); Sensor Tower says each vertical is spending at the “eight‑figure level” in the U.S. Top advertisers by U.S. spend include Comcast, Amazon, the NFL, xAI, Google, Dell, AT&T, NBA, SpaceX and American Express, with varying year‑over‑year changes. X’s S‑1 filing and third‑party analysts note the platform is still recovering — X reported a $595 million decline in ad revenue in 2024 — and advertisers are favoring event‑driven, tentpole moments over always‑on buys. X recently announced a major ad platform overhaul and is pitching AI and performance features to win back ad dollars.
India rejects Starlink discrimination claim
India's Ministry of Communications has rejected Elon Musk's claim that Starlink is being unfairly blocked from launching in the country, stating its regulatory framework for satellite communications is 'fair and non-discriminatory.' Starlink and two other licensed satellite operators are at 'broadly the same regulatory stage,' all undergoing security assessments before seeking spectrum. Musk, who accused unnamed 'oligarchs' of protecting a 'monopolistic chokehold' and questioned Mukesh Ambani's influence, has spent over five years trying to enter India, securing approvals and partnerships with Reliance Jio and Bharti Airtel, and deploying over 20 gateway sites and hundreds of antennas. Despite these efforts, the launch timing remains unclear, with disputes over spectrum allocation continuing.
Track Real-Time Market Signals & Shifts
Set up custom watchlists to receive automated, evidence-grounded executive digests whenever material signals or shifts occur across your tracked landscape.