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The
developments follow an email sent by Twitter on Thursday to
advertising agencies offering advertisers incentives to increase
their spending on the platform, an effort to jump-start its
business after Elon Musk's takeover prompted many companies to
pull back.
Twitter billed the offer as the "biggest advertiser incentive
ever on Twitter," according to the email reviewed by Reuters.
U.S. advertisers who book $500,000 in incremental spending will
qualify to have their spending matched with a "100% value add,"
up to a $1 million cap, the email said.
On Saturday, a Platformer News reporter tweeted that Amazon is
planning to resume advertising on Twitter at about $100 million
a year, pending some security tweaks to the company's ads
platform.
However, a source familiar with the matter told Reuters that
Amazon had never stopped advertising on Twitter.
Separately, during a Twitter Spaces conversation, 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 Twitter's owner has included a slashing of
staff including employees who work on content moderation and
incidents of spammers impersonating major public companies,
which has spooked the advertising industry.
Many companies from General Mills Inc to luxury automaker Audi
of America stopped or paused 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)
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