Last month, major advertisers pulled their ads from Twitter over concerns about how the social media platform would moderate offensive content in the wake of Elon Musk’s $45bn acquisition. However, Amazon and Apple are now ready to bring the ads dollars back to the micro-blogging platform.
Apple previously was spending around $100 million per year on placing ads on Twitter, while Amazon also spends around the same amount. They are two of Twitter’s largest ads payers and their return could also spark other brands to bring their ads back to the platform.
Reports suggest Apple will even increase its spending when coming back. Amazon is also likely to return but I seeking more security measures from Twitter before committing. Twitter has lost around 50% of its top 100 advertisers since Musk took over. However, it seems that the exodus may be temporary.
Musk vs Apple
Interestingly, Apple’s ad support comes just weeks after Elon Musk was critical of the company’s revenue cut in the App Store. Last week, new Twitter chief Musk criticized Apple’s App Store fees. On iOS, Apple forces app developers to pay between 15 to 30 percent for in-app purchases.
Twitter is rolling out a verification system that will cost users $8 per month, while Twitter Blue is also a paid service. These count as in-app purchases, which means for every transaction done on Twitter via iOS, the company must pay 15-30% to Apple.
Meta CEO Mark Zuckerberg later weighed in to ally with Musk and rally against Apple’s practices.
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