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Dec 3 (Reuters) – Amazon.com Inc and Apple Inc plan to resume advertising on Twitter, media reports said 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 for Platformer News tweeted that Amazon plans to resume advertising on Twitter at around $100 million a year, pending some security tweaks to the company’s advertising platform.
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 “fully 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 companies, from General Mills Inc to luxury carmaker Audi of America, have 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)