7 ms·

Please remind me: Why have these companies stopped buying ads on Twitter?

by tpmx 4y ago

Rebelgecko 4y ago
Probably brand safety
- tpmx 4y ago
  Sure, but why, specifically?
  - Rebelgecko 4y ago
    I would not be surprised if they have metrics showing brand safety going down as content moderators got laid off. Disney doesn't want to visit the top page of reddit and see a screenshot of their Twitter ads running next to a video of Kanye and Alex Jones
    - honeybadger1 4y ago
      [flagged]
      - nickthegreek 4y ago
        Which show and episodes? My niece has been looking for some quality educational programming.
        honeybadger1 4y ago
        Are you also keeping her from playing Hogwarts Legacy?
      - badwolf 4y ago
        is the CRT in the room with us right now?
        tpmx 4y ago
        [flagged]
        honeybadger1 4y ago
        You are seeking productive discourse on a topic related to Elon Musk on HN? Good luck with that.
  - rawgabbit 4y ago
    The standard answer is that e.g. Coca Cola doesn't want their ad to appear on the same screen as some random Neo Nazi tweet that apparently are getting through in the Musk era of Twitter.
    - tpmx 4y ago
      "apparently"
sshine 4y ago
My exact question. Surely, Coca-Cola did not cancel Musk because of woke. The article only suggests one possible cause, being risk of ads being associated with controversial content, since Musk has relaxed moderation. I am tempted to believe it's a self-reinforcing effect: Because there was an exodus, the platform becomes less attractive to advertise on, which makes the platform less attractive to advertise on. Maybe another contributing cause was the whole blue checkmark controversy where a bunch of people copied known brands, paid a few bucks for a blue icon, and subsequently trolled the internet as if a blue checkmark on twitter means you really are that company.
- Arnt 4y ago
  Big clients use a mix of long-term commitments and short-term spending, they advertise in several channels, they evaluate continuously (every minute or even more often), and they mix long-term purchases with short-term. If someone spends $10m/month in total and $2m/month on Twitter, that company might buy $1m/month in long-term discounted advertising and the rest at short-term prices (these are numbers I dreamed up). If Twitter's content or targeting becomes a little worse, Twitter loses the marginal advertising auctions, which can lead to zero short-term spending, because the long-term volume covers all that the client's code decides to spend there. (In other news, Facebook ad volumes increased recently.)
deleted 4y ago
[deleted]

Please remind me: Why have these companies stopped buying ads on Twitter?

by tpmx 4y ago

Please remind me: Why have these companies stopped buying ads on Twitter?

Rebelgecko 4y ago

Probably brand safety

tpmx 4y ago
Sure, but why, specifically?
- Rebelgecko 4y ago
  I would not be surprised if they have metrics showing brand safety going down as content moderators got laid off. Disney doesn't want to visit the top page of reddit and see a screenshot of their Twitter ads running next to a video of Kanye and Alex Jones
  - honeybadger1 4y ago
    [flagged]
    - nickthegreek 4y ago
      Which show and episodes? My niece has been looking for some quality educational programming.
      - honeybadger1 4y ago
        Are you also keeping her from playing Hogwarts Legacy?
    - badwolf 4y ago
      is the CRT in the room with us right now?
      - tpmx 4y ago
        [flagged]
        honeybadger1 4y ago
        You are seeking productive discourse on a topic related to Elon Musk on HN? Good luck with that.
- rawgabbit 4y ago
  The standard answer is that e.g. Coca Cola doesn't want their ad to appear on the same screen as some random Neo Nazi tweet that apparently are getting through in the Musk era of Twitter.
  - tpmx 4y ago
    "apparently"

sshine 4y ago

My exact question. Surely, Coca-Cola did not cancel Musk because of woke. The article only suggests one possible cause, being risk of ads being associated with controversial content, since Musk has relaxed moderation. I am tempted to believe it's a self-reinforcing effect: Because there was an exodus, the platform becomes less attractive to advertise on, which makes the platform less attractive to advertise on. Maybe another contributing cause was the whole blue checkmark controversy where a bunch of people copied known brands, paid a few bucks for a blue icon, and subsequently trolled the internet as if a blue checkmark on twitter means you really are that company.

Arnt 4y ago
Big clients use a mix of long-term commitments and short-term spending, they advertise in several channels, they evaluate continuously (every minute or even more often), and they mix long-term purchases with short-term. If someone spends $10m/month in total and $2m/month on Twitter, that company might buy $1m/month in long-term discounted advertising and the rest at short-term prices (these are numbers I dreamed up). If Twitter's content or targeting becomes a little worse, Twitter loses the marginal advertising auctions, which can lead to zero short-term spending, because the long-term volume covers all that the client's code decides to spend there. (In other news, Facebook ad volumes increased recently.)

deleted 4y ago

[deleted]