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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 wit
by 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 agoBig 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.)