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X and WFA Settle, but the Brand Safety Wars Are Far From Over

X and the World Federation of Advertisers (WFA) have settled their brand safety dispute, but the broader conflict over ad placement and content moderation remains unresolved. The settlement comes as Google and Meta face investor skepticism over their massive AI-driven capital expenditure projections of up to $205 billion and $145 billion, respectively, for 2026.

read1 min views1 publishedJul 30, 2026
X and WFA Settle, but the Brand Safety Wars Are Far From Over
Image: Adweek (auto-discovered)

A version of this story was originally published in AI, Tech & Money, a free, weekly newsletter packed with news and exclusive analysis on all things tech, platforms, and deals in advertising and media. Sign up for it here.

Welcome to this week’s edition of AI, Tech & Money. I’m Kendra Barnett, reporting from New York. Q2 earnings are chugging along, and the clear theme emerging from the earliest filings in Silicon Valley (with Google, Microsoft, and Meta figures now in) is that the bill is coming due on gargantuan AI-driven capex.

Justifications offered by both Google and Meta on their mind-boggling 2026 spend projections, up to $205 billion and $145 billion, respectively, didn’t appear to convince investors.

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source & further reading
adweek.com — original article Meta’s Tepid Revenue Outlook Undercuts its AI Spending Spree Higgsfield Names Mariam Asmar as First Enterprise Marketing Exec Balancing Brand Equity and Innovation in Automotive Advertising
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