Amazon.com Inc and Apple Inc are planning to resume advertising on Twitter, media reported on Saturday.
The news comes after Twitter sent an email to ad agencies on Thursday offering advertisers incentives to increase their spending on the platform, in an effort to revive its business after its acquisition of Elon Musk. it caused many companies to withdraw.
Twitter promoted the offer as the “biggest incentive to advertisers ever seen on Twitter,” according to the email reviewed by Reuters. US advertisers who book $500,000 of incremental spend will be entitled to have their spend matched with “100% added value,” up to a limit of $1 million, the email said.
On Saturday, a reporter for Platformer News tweeted that Amazon is planning to resume advertising on Twitter for about $100 million a year, pending some security adjustments to the company’s ad platform.
However, a source familiar with the matter told Reuters that Amazon had never stopped advertising on Twitter.
Separately, during a conversation on Twitter Spaces, Musk announced that Apple is the largest advertiser on Twitter and has “fully resumed” advertising on the platform, according to a Bloomberg report.
Musk’s first month as owner of Twitter has included downsizing including content moderation employees and incidents of profiles posing as large public companies, which has spooked the advertising industry.
Many companies, from General Mills Inc. to luxury automaker Audi of America, have stopped advertising on Twitter or done so slowly since the acquisition, and Musk said in November that the company had experienced a “massive of your income.
Apple and Twitter did not immediately respond to Reuters’ request for comment on the matter.
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