Elon Musk’s X has accused a group of major advertisers of antitrust violations in a new lawsuit claiming the group conspired to “boycott” advertising on the platform.
The group is the Global Alliance for Responsible Media, also known as GARM, a voluntary ad-industry initiative run by the World Federation of Advertisers that aims to help brands avoid having their advertisements appear alongside illegal or harmful content. The lawsuit is the latest effort by X to revive its core ad business, which has tanked since Musk’s takeover. Many brands have pulled their spending over concerns that their ads might run alongside. The suit also continues Musk’s habit of feuding with the advertisers whose money he relies on; last year, he. But X CEO Linda Yaccarino painted a dire picture in a video posted to the platform Monday.
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