Twitter's Ads Issues Are Worsening Behind the Scenes

December 01, 2022 By Jozeph P

(Image Credit Google)

Twitter's advertising issues are worsening, and layoffs in ad tech may exacerbate the situation. According to reports, ad revenue losses are piling up, and the ad technology teams at Twitter may be laid off. Elon Musk claims that Apple removed its advertisements from Twitter since "they hate free speech in America" According to internal company discussions analyzed by the Platformer newsletter, Twitter's ad revenue in Europe, the Middle East, and Africa will be down 15% in 2022, and weekly advertising reservations in the region will be down 49%. That would be bad news at any time, but it's especially bad during the Black Friday shopping period, which is by far the most profitable time year for ad companies. The missed opportunity is made worse by the fact that the World Cup is on, which should increase ad sales. According to one former Twitter executive, the situation is "catastrophic." twitter

According to new reports, Twitter's layoffs and resignations have impacted critical ad technology teams. Musk wants to change Twitter's business model by charging subscriptions for verified accounts, but revenue from that programme is a long way off. Meanwhile, advertising is mainly the only way Twitter earns money, and Musk is struggling to turn around the company's ad problems. Those efforts have so far failed, and the layoffs in the metrics teams may make the platform much less appealing to advertisers in the future. Analysts are in charge of solutions that allow Twitter determine the effectiveness of ad campaigns and ensure brand safety. This is the industry term for ensuring that ads aren't running alongside offensive or harmful content.

Many advertisers depend on Twitter's analytics to determine who sees their ads and whether those people drive sales or other consumer behaviour. Running an ad without that capability is essentially a shot in the dark. There are lot of popular ad platforms where brands can direct their ad money if Twitter's ad analytics things fail. Some of Twitter's largest advertisers have publicly expressed their displeasure with Twitter's brand safety concerns. Both United Airlines and General Motors suspended their advertising campaigns due to fears that the new CEO would unleash a flood of negative content. During Musk's takeover, hate speech on Twitter increased 500%, with the use of N-word increasing 500%.

By Jozeph P

Journalism explorer, tech Enthusiast. Love to read and write.

Twitter's Ads Issues Are Worsening Behind the Scenes

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