Paris Hilton’s Media Company Joins X Advertiser Exodus
In the wake of growing concerns over antisemitic content on X (formerly Twitter), Paris Hilton’s 11:11 Media has terminated its high-profile partnership with the platform. This move follows a broader advertiser pullout, including major brands like Apple, Disney, and IBM, citing brand safety risks.
The Collapse of a High-Profile Deal
The two-year campaign, initially hailed as a strategic win for X, was set to feature Hilton promoting key platform features, including:
- Live video streaming
- Live e-commerce integrations
- X Spaces (live audio discussions)
As part of the agreement, Hilton had even designed an exclusive pink sparkly icon for X Premium subscribers—a perk now scrapped. While financial terms remained confidential, the deal reportedly included a revenue-sharing component, though not tied to Premium upgrades.
Why 11:11 Media Walked Away
CNN first reported the partnership’s dissolution, attributing it to concerns over antisemitic and pro-Nazi content on X. Bruce Gersh, President and COO of 11:11 Media, confirmed the decision to TechCrunch, stating:
“11:11 Media made the decision to immediately pull the campaign from the platform.”
This aligns with broader industry unease. A recent Media Matters report revealed ads appearing alongside hate speech—a claim X disputes, alleging manipulation of its algorithms. X subsequently filed a defamation lawsuit against the watchdog, though its complaint did not deny the ads’ existence.
The Larger Impact on X’s Ad Business
The fallout extends beyond Hilton’s exit:
- Ad revenue is plummeting: X’s global ad spending is projected to drop 54.4% YoY in 2023.
- U.S. ad revenue down 60%: Elon Musk acknowledged the decline amid pressure from groups like the Anti-Defamation League (ADL), which he threatened to sue for accusing X of tolerating antisemitism.
- Musk’s controversial posts: His endorsement of an antisemitic conspiracy theory further alienated advertisers.
What’s Next for X?
With trust eroding, X faces mounting challenges to reassure brands. Despite CEO Linda Yaccarino’s assurances of robust safety controls, the platform’s ability to stem the advertiser exodus remains uncertain.
Updated November 22, 2023, with official company comment.
Related Reading:
- X’s Plan to Lure Subscribers: A Paris Hilton Custom Icon
- How the Advertiser Exodus Could Crush X’s Revenue
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