Twitter (Ahem, X) Can't Sell Its Ads, So It's Turning to Google
3rd + Lamar
Paid media, UGC, and production for e-commerce, sports & entertainment, CPG, and tech brands. Based in Austin, TX.
As X faces a crisis in brand loyalty, the brand is turning to Google for programmatic ads.
According to Ad Age, X will use Google Ad Manager to sell its home feed ad inventory.
“This is an opportunity for our advertisers to reach a broader audience, but as always they can choose what sites and apps their ads run on,” said a Google spokesperson.
Brand safety on the platform has become a concern for advertisers with CEO Elon Musk at the helm. With his “free speech absolutist” philosophy, content moderation policies have become much looser, allowing rampant hate speech, according to CNBC.
As of July, Musk said that X had lost around half of its ad revenue since his takeover.
In another blow for the brand, according to Ad Age, a new poll found that “69 percent of U.S. X users still refer to the platform as Twitter and to posts as ‘tweets.'”
And this week, an annual brand loyalty report from a consumer research firm revealed that X has had the largest fall (from 47th place to 92nd) in brand loyalty this year of all the brands it tracks.
领英推荐
BRANDS WITH LARGEST LOYALTY GAINS
BRANDS WITH LARGEST LOYALTY LOSSES
“X, formerly Twitter, isn’t just any company,” said Jamie Gilpin, chief marketing officer at Sprout Social, in an Ad Age story. “Twitter was, and X is, a powerful and influential driver of culture and conversation. It’s even turned never-before-heard terms like ‘tweet,’ ‘retweet,’ and ‘hashtag’ into common vernacular.”
OTHER NEWS