Apple and Amazon resume advertising on Twitter, reports say

December 3 (Reuters) – Inc. (AMZN.O) and Apple Inc. (AAPL.O) are planning to resume advertising on Twitter, according to media reports on Saturday.

The developments follow an email sent by Twitter to advertising agencies on Thursday offering advertisers incentives to increase their spending on the platform, an effort to revive its business after the Elon Musk takeover that prompted many companies to withdraw.

Twitter billed the offer as “the biggest advertising incentive ever on Twitter”, according to the email reviewed by Reuters. U.S. advertisers who book $500,000 in additional spend will be eligible to have their spend matched with “100% value added,” up to a cap of $1 million, the email says.

On Saturday, a reporter from Platformer News tweeted that Amazon plans to take back advertising on Twitter at around $100 million a year, pending some security tweaks to the company’s advertising platform.

The Amazon logo is seen outside its JFK8 fulfillment center in Staten Island, New York, U.S., November 25, 2020. REUTERS/Brendan McDermid

However, a source familiar with the matter told Reuters that Amazon never stopped advertising on Twitter.

Separately, during a conversation on Twitter Spaces, Musk announced that Apple was the largest advertiser on Twitter and had “completely taken over” advertising on the platform, according to a Bloomberg Report.

Musk’s first month as owner of Twitter has included a reduction in staff, including employees working on content moderation and incidents of spammers posing as large public companies, which has spooked the industry. advertising.

Many General Mills Inc businesses (GIS.N) luxury automaker Audi of America has stopped or suspended advertising on Twitter since the acquisition, and Musk said in November that the company had seen a “massive” drop in revenue.

Apple and Twitter did not immediately respond to Reuters’ request for comment on the matter.

Reporting by Juby Babu and Akriti Sharma in Bengaluru; Additional reporting by Rhea Binoy; Editing by Lincoln Feast and Daniel Wallis

Our standards: The Thomson Reuters Trust Principles.

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