Twitter Keeps Missing Its Advertising Targets as Woes Mount

On Wednesday, Mr. Cook and Mr. Musk met at Apple’s Silicon Valley headquarters. Mr. Musk later tweeted that they had cleared up a “misunderstanding.” Apple did not respond to requests for comment.

Ms. Bamford said Mr. Musk’s behavior was beyond the pale. “There is no way to shame someone into advertising in an environment that is controversial and dangerous,” she said. “Yelling at people is not a plan.”

Other advertisers are concerned that their Twitter advertising data might be shared with Mr. Musk’s other companies. G.M., the first brand to announce that it had paused its Twitter advertising in late October, sought assurances that its data would not be shared with Tesla, two people said. It also asked for a way to keep its information separate from systems that Tesla’s engineers had access to, they said, given that Mr. Musk had brought Tesla employees into Twitter to navigate the ownership change.

“It’s important for us to ensure our advertising strategies and data can be safely managed by a platform owned by a competitor,” a G.M. spokesman said in a statement.

Twitter has recently offered some brands additional incentives to place ads on the service, according to an ad agency that received a proposal from the company. The larger the amount of money spent on the platform, the more Twitter will amplify those ads, according to the proposal, which was viewed by The Times.

Morning Brew, a business newsletter site, reported earlier on the incentives.

Twitter’s ad sales teams are now trying to confirm commitments for the Super Bowl in February. PepsiCo, whose ad agency has recommended that clients pause advertising on the platform, sought the ability to opt out of advertising at any point, one person familiar with the negotiations said. Pepsi did not respond to a request for comment.

Article source: https://www.nytimes.com/2022/12/02/technology/twitter-advertising-targets-missed.html