Big advertisers including Amazon returning to Twitter, says report

Business

Amazon is planning to resume multimillion dollar advertising on Twitter, according to reports.

The move will see Amazon ply about $100m (£81.3m) per year into the platform, now owned by Elon Musk, according to Reuters news agency, citing a tweet from the tech blog Platformer.

The tweet by a Platformer reporter said the company’s return is pending some “security tweaks” to Twitter‘s advertising platform.

According to a Bloomberg report, Twitter’s CEO Mr Musk has said Apple Inc has also resumed its full advertising.

Neither Amazon or Apple have yet responded to the reports.

Milton Keynes, UK - A large Amazon filfilment warehouse near the M1 Motorway outside Milton Keynes.

Twitter’s ad revenue had been declining rapidly since Mr Musk’s chaotic $44bn (£36bn) takeover of the company, which led to a mass exodus of staff.

Mr Musk laid off half of Twitter’s 8,000-strong workforce soon after his takeover, having moved even more quickly to dismiss its top executives.

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Tesla Chief Executive Elon Musk speaks during the live-streamed unveiling of the Tesla Semi electric truck, in Nevada, U.S. December 1, 2022, in this still image taken from video. Tesla/Handout via REUTERS THIS IMAGE HAS BEEN SUPPLIED BY A THIRD PARTY. NO RESALES. NO ARCHIVES
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Elon Musk in Nevada this week

Apple was Twitter’s biggest advertiser in the first quarter of this year – spending $48m (£40m) on ads on the social network, but its spending with the platform dwindled.

The world’s most valuable firm spent an estimated $131,600 (£110,000) on Twitter ads between 10 and 16 November – down from $220,800 (£184,000) between 16 and 22 October, the week before Musk closed the Twitter deal, according to ad measurement firm Pathmatics.

At the same time, Mr Musk hit out at Apple – claiming it has threatened to block his social network from its app store without explanation.

Read more:
Super app or Wild West? The future of Twitter under Elon Musk

The billionaire also asked in a series of tweets whether Apple hated free speech and if it would go after Tesla, his electric-car company.

But the CEO appeared to confirm himself in a tweet on Saturday, the news that both Apple and Amazon had returned to Twitter advertising.

Last week, Mr Musk admitted his company had seen a “massive” drop in revenue.

Food firm General Mills and carmaker Audi of America are among a number who have stopped or paused advertising on Twitter since the acquisition.

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