Apple, Amazon Relaunch Twitter Ads After Musk Takeover: Reports

Amazon and Apple are planning to restart advertising on Twitter, according to media reports on Saturday. The development follows an email sent by Twitter on Thursday to advertising agencies offering advertisers incentives to increase their spending on the platform, an effort to boost business after Elon Musk’s takeover prompted many companies to withdraw.

Twitter billed the offer as “the biggest advertiser incentive ever on Twitter,” according to an email reviewed by Reuters. US advertisers who book $500,000 (roughly Rs. 4 crore) in incremental spend will be eligible to have their spend matched by “100 percent value addition,” up to $1 million (roughly Rs. 8 crore), the – email.

Saturday, Platformer News reporter in a tweet that Amazon plans to resume advertising on Twitter at around $100 million (roughly Rs. 814 crore) per year, pending some security changes to the company’s ad platform.

However, a source familiar with the matter told Reuters that Amazon has never stopped advertising on Twitter.

Separately, during a Twitter Spaces interview, Musk announced that Apple is the largest advertiser on Twitter and has “fully restarted” advertising on the site, according to Bloomberg. reports,

Last week, Twitter’s new CEO accused Apple of threatening to block the microblogging service from its app store without saying why in a series of tweets that also claimed the iPhone maker had stopped advertising on the social network. A Twitter and Tesla executive said Apple is pressuring Twitter about content moderation requirements.

Musk’s first month as owner of Twitter has included layoffs including content moderation staff and a spate of large public companies, which have rocked the advertising industry.

A number of companies from General Mills to luxury car maker Audi of America have suspended or suspended advertising on Twitter since the acquisition, and Musk said in November that the company had seen a “significant” drop in revenue.

Apple and Twitter did not immediately respond to Reuters requests for comment on the matter.

© Thomson Reuters 2022

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