Major advertisers, traditionally conservative when it comes to where they spend their dollars, are beginning to raise concerns even as the Tesla mogul promises no 'free-for-all hellscape.'
“This is extremely important to us because we know that it matters to connect your brands to the people that matter to you,” the Twitter executive added.
It was a message meant to soothe wary marketers, unsure of what exactly Musk has in store for his powerful new toy. General Motors, one of the largest ad buyers in the country, said that it is “temporarily pausing” its paid advertising on Twitter, adding that “we are engaging with Twitter to understand the direction of the platform under their new ownership.”that for companies like GM, brand safety is paramount, with TV networks and streaming services like Hulu able to guarantee brand-safe environments around their ads.
Musk’s open letter showed that he understands Twitter won’t be able to survive without advertising. But unfettered free speech without what he called a “free-for-all hellscape” is a mighty difficult ask, and other marketers are weighing whether to join GM in pausing or reevaluating their campaigns, the ad source said, though that could mean a reduction in ad spending, rather than an outright pause.
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