According to Elon Musk, Apple is the largest advertiser on Twitter and has “fully resumed” advertising on the platform.
According to media reports on Saturday, Amazon and Apple intend to resume advertising on Twitter. The developments follow an email sent by Twitter to advertising agencies on Thursday offering advertisers incentives to increase their spending on the platform in an effort to jump-start its business after Elon Musk’s takeover prompted many companies to pull back.
According to the email obtained by Reuters, Twitter billed the offer as the “biggest advertiser incentive ever on Twitter.” The email stated that US advertisers who book $500,000 (roughly Rs. 4 crores) in incremental spending will be eligible for a “100% value add” up to a $1 million (roughly Rs. 8 crores) cap.
A Platformer News reporter tweeted on Saturday that Amazon plans to resume advertising on Twitter at a cost of about $100 million (roughly Rs. 814 crores) per year, pending some security tweaks to the company’s ad platform.
A source familiar with the situation, however, told Reuters that Amazon had never stopped advertising on Twitter.
Separately, Musk announced during a Twitter Spaces conversation that Apple is the largest advertiser on Twitter and has “fully resumed” advertising on the platform, according to Bloomberg.
In a series of tweets last week, Twitter’s new CEO accused Apple of threatening to remove the microblogging service from its app store without explaining why. He also claimed that Apple had stopped advertising on the social media platform. The billionaire CEO of Twitter and Tesla claimed that Apple was putting pressure on Twitter over content moderation requirements.
Musk’s first month as Twitter’s owner has seen a reduction in staff, including those responsible for content moderation, as well as incidents of spammers impersonating major public companies, which has alarmed the advertising industry.
Since the acquisition, many companies, from General Mills to luxury automaker Audi of America, have stopped or paused advertising on Twitter, and Musk stated in November that the company had seen a “massive” drop in revenue.
Reuters’ request for comment on the matter was not immediately responded to by Apple or Twitter.