Apr 27, 2022
Advertisers nervous of Musk’s Twitter takeover
Advertisers will be nervous of using Twitter if Elon Musk prioritises free speech over potential online harms, Sir Martin Sorrell has said. The advertising veteran told the BBC firms "Don't want their brands near controversial content", so they may be anxious using the platform in future. Sir Martin, who founded the advertising giant WPP, said big consumer brand manufacturers including Unilever had in the past boycotted advertising on Twitter, Facebook and Instagram over concerns about their handling of misinformation and hate speech. Twitter currently derives about 90% of its $5bn in annual revenue from advertising. Who now runs the digital advertising company S4 Capital, does not think that it will be central to the platform's business model under Musk."Twitter is a fairly small player in online advertising. It's a tiny part of the $450bn online advertising spend," Sir Martin said.
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